 |  |  |  |  |
| | |
|||||||
| MARK0758-1 | Séminaire de marketing stratégique | ||||||||
| |||||||||
| Duration : | 30h Th | ||||||||
| |||||||||
| Credits/ECTS : |
| ||||||||
| |||||||||
| Holder(s) : | Henri Gutman, Jean Tondeur | ||||||||
| |||||||||
| |||||||||
| Course contents : | Concepts are seen as case examples in such fields as : - Consumer, industrial & service goods - Profit & non-profit sectors - Small businesses & big companies - Different cultural origins (Belgium, France, USA, Japan) | ||||||||
| |||||||||
| Course objective : | - To master the main traditional concepts of strategic marketing : segmentation, positioning, product portfolio, strategic marketing mix, marketing plan. - To prepare students for tomorrow s marketing : the new role of marketing in the company; prime role of execution (field work) vs. traditional planning; the new stakes : market creation, development of customer loyalty, differentiation; technology & its developments in marketing. | ||||||||
| |||||||||
| Prerequisites : | MKTG 552 Marketing | ||||||||
| |||||||||
| Organization : | Case study & interactive videos. Group work | ||||||||
| |||||||||
| Written notes : | David A. Aaker, "Strategic Market Management", Third Edition. Jean-Jacques Lambin, "Le Marketing Stratégique, Fondements, méthodes et applications", 2e édition, Mc Graw, Hill. David Mercer, "Marketing", Blackwell Business. KOTLER & DUBOIS, Marketing Management, 11th Ed., Pearson Education | ||||||||
| |||||||||
| Assessment : | 1st session assessment : oral examination, quizz, participation; test on reading portofolio, assignments 2nd session assessment : Quizz + case study ( oral exam) prolonged 2nd session assessment : Quizz + case study ( oral Exam | ||||||||
| |||||||||
ULg : Students and Studies Administration - Academic Affairs
Contact : Monique Marcourt, direction A.E.E.
Date of data : 27/02/2006
Developed by SEGI