 |  |  |  |  |
| | |
|||||||
| GEST0235-1 | Operational Marketing (HD) | ||||||||
| |||||||||
| Duration : | 30h Th | ||||||||
| |||||||||
| Credits/ECTS : |
| ||||||||
| |||||||||
| Holder(s) : | Jacques Marenne | ||||||||
| |||||||||
| |||||||||
| Course contents : | Marketing has had to adapt to globalization, technological developments, the accelerated renewal of distribution and communication methods, and changes in behavior. It now has to face several challenges.? It has to mobilize the company's potential to better meet the customers' needs in a complex and fast changing environment. After defining some marketing concepts, the course answers a fundamental question: how can strategic decisions be implemented and short term objectives be achieved ? With this in view, it analyses tactical elements in the marketing-mix, but also considers the administrative dimension of the organization, its implementation and its monitoring. | ||||||||
| |||||||||
| Course objective : | Overview of some essential elements in marketing as an introduction to more advanced techniques such as advertising, merchandising, or e-business. | ||||||||
| |||||||||
| Prerequisites : | None | ||||||||
| |||||||||
| Workshops : | Group work on issues in operational marketing. | ||||||||
| |||||||||
| Organization : | 2nd term; interactive course with case studies. | ||||||||
| |||||||||
| Written notes : | A syllabus is on sale. Additional reference (optional) : KOTLER P., DUBOIS B. et MANCEAU D., Marketing management, Pearson Education BATESON J.-E, Managing Services Marketing, Harcourt Brace College | ||||||||
| |||||||||
| Assessment : | A written exam + practical work and personal involvement in case discussion. | ||||||||
| |||||||||
| Contacts : | Professor : J. MARENNE Service Marketing (bte 34), Bvd du Rectorat, 7 (B31), 4000 Liège Tel. : 04/366.31.80 et 04/366.27.21 e-mail : isabelle.francois@ethias.be Website: http://www.egss.ulg.ac.be/marketing Secretary : Cl. BROSE, Bât. B31, Local II/54 Tel. : 04/366.27.21 Assistant : Nadia Lonneux Service Marketing (bte 34), Bvd du Rectorat, 7 (B31), 4000 Liège Tel. : 04/366.31.26 et 04/366.27.21 e-mail : N.Lonneux@ulg.ac.be Website : http://www.egss.ulg.ac.be/marketing | ||||||||
| |||||||||
ULg : Students and Studies Administration - Academic Affairs
Contact : Monique Marcourt, direction A.E.E.
Date of data : 8/04/2005
Developed by SEGI