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| GEST0328-1 | Strategic Market Planning | |||||
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| Duration : | 45h Th | |||||
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| Holder(s) : | Allard Van Riel | |||||
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| Course contents : | The seminar deals with the consequences of global trends, such as the Internet revolution and globalization for strategic marketing planning. Students discover the challenges global marketers are faced with, and learn to develop a global marketing strategy, by making decisions about product positioning and market segmentation, the choice of distribution channels, pricing, and promotion and branding. They especially learn about the establishment of strategies relevant to product and service innovation. The students work in teams to develop and write a complete marketing plan, which will be presented during the last sessions. A written plan must be submitted by the teams at the end of the term. | |||||
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| Course objective : | Session 1: Introduction to Marketing Planning Session 2: Environmental Analysis (Internal and External) Session 3: Segmentation, Targeting and Positioning Session 4: Marketing Strategy Session 5: Product and Brand Strategy ? Student Teams submit Proposals Session 6: Feedback Session: Presentation of Proposals Session 7: Distribution Strategy Session 8: Pricing & Promotion Session 9: Service Session 10: Presentations | |||||
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| Prerequisites : | Operational and strategic marketing | |||||
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| Workshops : | The students work in teams to develop and write a complete marketing plan | |||||
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| Organization : | Tuesday 14h00-17h00 in Mahaim auditorium - 1st term | |||||
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| Written notes : | Lecture sheets and notes are made available online after the sessions. http://www.innov.ulg.ac.be OBLIGATORY TEXTBOOK: Burk Wood, Marian (2004), Marketing Planning: Principles into Practice, FT Prentice Hall, Harlow. ISBN 0-273-68679-8 | |||||
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| Assessment : | Product teams write a marketing plan (50%) and present the plan in class (50%). | |||||
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| Contacts : | Lecturer : Allard VAN RIEL, EAA, FEGSS, Université de Liège Website : http://www.innov.ulg.ac.be Assistant : Véronique BASTIN Tel. : +32 4 366 31 92 mail : V.Bastin@ulg.ac.be | |||||
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ULg : Students and Studies Administration - Academic Affairs
Contact : Monique Marcourt, direction A.E.E.
Date of data : 8/04/2005
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