 | |
| MARK0774-1 | Strategic Marketing Planning for New Products and Services
 |
|
| Duration : | 24h Th |
|
| Credits/ECTS : |
| Master in Management Sciences, in-depth approach, 1st year | | Toute l'année | | 4 |
|
| Master in Management Sciences, didactic approach, 1st year | | Toute l'année | | 4 |
|
| Master in Management Engineering, didactic approach, 1st year | | Toute l'année | | 4 |
|
| Master in Management Sciences, specialized approach, 1st year | | Toute l'année | | 4 |
|
| Master in Management Engineering, specialized approach, 1st year | | Toute l'année | | 4 |
|
|
|
| Holder(s) : | Charles Pahud de Mortanges |
|
| Language : | Langue anglaise |
|
| Course contents : | In this seminar, students learn to develop a marketing strategy, by making decisions about product positioning and market segmentation, the choice of distribution channels, pricing, and promotion and branding. 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. |
|
| Course objective : |
- Session 1: Introduction to Marketing Planning
- Session 2: Presentation of proposals & Feedback
- Session 3: Presentation of progress report & Feedback
- Session 4: Final presentations of the Marketing Plan & Feedback
- Session 5: Final presentations of the Marketing Plan & Feedback
|
|
| Prerequisites : | Operational and Strategic Marketing |
|
| Workshops : | The students work in teams to develop and write a complete marketing plan |
|
| Organization : | Time distribution:
- Lecture: 6 hours
- Project: 81 hours
- Presentations: 9 hours
Friday 13:00-17:00
- 21/09: Introduction
- 05/10: Topics presentation
- 14/02: Intermediate presentations
- Beginning of June: Exam
|
|
| Written notes : | Lecture sheets and notes are made available online after the sessions.
http://campus.hec.ulg.ac.be/ (http://www.marketing.hec.ulg.ac.be/)
OBLIGATORY TEXTBOOK:
Burk Wood, Marian (2004), Marketing Planning: Principles into Practice, FT Prentice Hall, Harlow. ISBN 0-273-68679-8 |
|
| Assessment : | Product teams write a marketing plan (75%) and present the plan in class (25%). |
|
| Contacts : | Lecturer:
Charles PAHUD DE MORTANGES, Professeur Ordinaire, Ecole de Gestion HEC-ULg
Tel.: +32 (0)4 366 27 68
Office: II.14
E-mail: C.Pahud@ulg.ac.be
Assistant:
Céline BRANDT
Tel.: +32 (0)4 366 46 95
Office: II.15
E-mail: Celine.Brandt@ulg.ac.be |
|
