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| GEST0232-4 | Marketing principles
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| Duration : | 35h Th, 10h Pr |
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| Credits/ECTS : |
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| Holder(s) : | Jean Tondeur |
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| Language : | Langue française |
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| Course contents : | The course aims to familiarize the students with the analytic and decision making processes in marketing management.It covers the strategic and tactical aspects of external analysis (markets, competition, industry, pest), internal analysis and decison making processes (targeting, positioning, marketing proposal, tactical mix) .
Content :
· Context , issues and definitions
· Customer/consumer behaviour
· Attractivity analysis
· Market definition
· Segmentation techniques
· Industry and competition analysis
· « Pest » analysis
· SWOT analysis
· Competitivity analysis
· Differentiation process
· Targeting and positioning decisons and techniques
· Product/Service management
· Image management
· Price management
· Intelligence marketing system
· Distribution network management
· Communication mangement
· Promotion (trade and consumer) management
· Sales management |
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| Course objective : | The objectives are :
· To make the students aware about the marketig context and issues in 2006
· To supply them with a global analytic and decision making process
· To make them able to utilize the main marketing concepts and tools
· To make them conscious about the vital necessity to integrate the « customer dimension » in their management reasonings
To sharpen their observation skills in marketing (examples, documents, situation analysis, |
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| Prerequisites : | None |
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| Workshops : | The course includes cases studies and exercises. |
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| Organization : | Friday from 2pm to 5 pm, in french.2 to 3 Evening conferences. |
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| Written notes : | Slide show available on the School site.
Bibliography :
Lambin J.J., Chumpitaz R., de Moerloose (2005), Marketing stratégique et opérationnel. 6°Edition. Paris, Dunod.
Kotler, Dubois, Manceau (2006), Marketing management, 12ème édition, Pearson Education |
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| Assessment : | Written exam (january). |
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| Contacts : | Assistant : Cécile Delcourt (cecile.delcourt@ulg.ac.be)
Contacts with the teacher on appointment
Secrétariat : S. Mondin (sabine.mondin@ulg.ac.be - 04 232 72 99) |
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