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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) : | Chantal de Moerloose |
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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
· Competitivity analysis
· SWOT 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
· To make them conscious about the vital necessity to integrate the « customer dimension » in their management reasonings
· To supply them with a global analytic , decision making process and operational implementation
· To make them able to illustrate the main marketing concepts and tools studied in the course |
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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 1.30 pm to 4.30 pm, in french. and from 1 pm to 5 pm for the practical. 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) - Written reports and oral presentations for the practical part |
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| Contacts : | Assistant et practical responsable:
Sandrine Gasc (sandrine.gasc@ulg.ac.be)
Practical Responsible:
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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