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| GEST3004-1 | Marketing (operations and management)
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| Duration : | 16h Th |
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| Credits/ECTS : |
| Master in Aerospace Engineering, Professional Focus (Management), 2nd year | | Premier quadrimestre | | 3 |
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| Master in Architecture Engineering, specialized approach, 2nd year | | Premier quadrimestre | | 3 |
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| Master in Chemical and Material Sciences, specialized approach, 2nd year | | Premier quadrimestre | | 3 |
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| Master in Civil Engineering, specialized approach, 2nd year | | Premier quadrimestre | | 3 |
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| Master in Electrical Engineering, specialized approach, 2nd year | | Premier quadrimestre | | 3 |
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| Master in Electro-mechanical Engineering, Professional Focus (Management), 2nd year | | Premier quadrimestre | | 3 |
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| Master in Computer Engineering, specialized approach, 2nd year | | Premier quadrimestre | | 3 |
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| Master in Computer Science, Professional Focus (Management), 2nd year | | Premier quadrimestre | | 3 |
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| Master in Mechanical Engineering, specialized approach, 2nd year | | Premier quadrimestre | | 3 |
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| Master in Geological and Mining Engineering, specialized approach, 2nd year | | Premier quadrimestre | | 3 |
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| Master in Engineering Physics, specialized approach, 2nd year | | Premier quadrimestre | | 3 |
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| Master in Mathematical Sciences, specialized approach, 2nd year | | Premier quadrimestre | | 3 |
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| Holder(s) : | Michael Ghilissen |
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| Language : | Langue anglaise |
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| Course contents : | A marketing orientation drives strategic decision-making in most companies today. The business press is constantly discussing the efforts of companies to get close to their customers or to meet their needs better than the competition. Indeed, it is impossible to understand the current and potential financial success of companies today without a thorough understanding of their target markets, customer relationships, product development skills, and competitive advantages and disadvantages.
Marketing is all about creating and capturing value. By providing superior value to customers, companies enhance their own value. The marketing concept is so pervasive in companies that a marketing orientation extends well beyond the marketing department. Marketing has become everyone's job. This course will enable you to apply marketing tools and concepts, whether you work in the marketing department or not. |
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| Course objective : | During the course of the semester you should learn to:
- Understand the role of marketing in companies.
- Integrate the customer into every aspect of business planning. The core competence of marketing in any organization is its understanding of the customer.
- Appreciate how companies develop relationships with customers that provide lifetime value to both the company and its customers.
- Apply analytical tools appropriate for marketing analysis.
- Develop specific recommendations and actions plans for companies facing difficult marketing decisions.
This course provides an overall view of marketing, focusing on essential skills needed by successful managers in all business functions.
Topics include:
- how individual and organizational consumers make decisions;
- segmenting markets and estimating customer economic value;
- positioning the firm's offering;
- effective market research;
- new product development; pricing strategies;
- communicating with consumers and estimating advertising's effectiveness; and
- managing relationships with sales force and distribution partners.
The course also studies how firms must coordinate these different elements of the marketing mix to insure that all marketing activities collectively forge a coherent strategy. The importance of combining qualitative and quantitative concepts in effective marketing analysis is also examined. |
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| Prerequisites : | Marketing is a core course and assumes no prior knowledge of marketing. However, there are certain concepts from Firms & Markets that students should have mastered, including: price elasticity of demand, price discrimination, marginal cost, marginal revenue, efficient scale for production capacity, diminishing returns, utility functions and utility curves. |
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| Organization : | This course is organized during the Fall semester. |
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| Written notes : | Relevant course material, course's schedule, class assignments, key documents, lecture notes, or media will be made available online, at LOLA:
http://lola.hec.ulg.ac.be/claroline/course/index.php?cid=GEST3004_1 |
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| Contacts : | For information, please email Michael Ghilissen at michael.ghilissen@ulg.ac.be
Office hours: by appointment only. |
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| Remarks : | There is no obligatory textbook for this course. |
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