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| GEST0232-3 | 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 is about the general principles of marketing.
(1) Marketing in context, (3) buying motivation, (4) buying process, (6) segmentation, (7) attractiveness, (8) competitiveness, (9) portfolio analysis and strategic decisions, (13) pricing (15) communication. (numbers refer to Lambin's (2005) chapters). |
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| Course objective : | The course aims to make students familiar with basic notions in marketing and management with tools of analysis.
It attempts to develop students' management reasoning which integrates these notions into a progressive approach resulting in a strategic decision.
Through exercises and case studies, this course aims to give students the possibility to implement their reasoning in concrete management situations.
Conferences will make a link between theory and practice. |
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| Prerequisites : | None |
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| Workshops : | Preparation of case studies and exercices. |
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| Organization : | Interactive course given on each Friday 14h-17h 1st term + evening conferences. The course is in French. |
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| Written notes : | A syllabus will be available
Basic and mandatory reference : Lambin J.J., Chumpitaz R., de Moerloose (2005), Marketing stratégique et opérationnel. 6°ed. Paris, Dunod.., Paris, Ciaco |
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| Assessment : | Written exam in January |
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| Contacts : | C. de Moerloose meets students every Friday in her office 2.18, on appointment with her assistant Muriel Toussirot (muriel.toussirot@ulg.ac.be)
For more information, the e-mail of the professor is : demoerloose@mark.ucl.ac.be
(Prof Ch. de Moerloose, Service Marketing (bte 34), Bd du Rectorat, 7 (Bat31), 4000 Liège, Tél. : 04/366.31.26 et 04/366.27.21)
Web site : http://www.egss.ulg.ac.be/marketing |
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