 | |
| MARK0781-1 | Strategic Marketing
 |
|
| Duration : | 24h Th |
|
| Credits/ECTS : |
|
|
| Holder(s) : | Cécile Delcourt, Henri Gutman, Jean Tondeur |
|
| Language : | Langue anglaise |
|
| Course contents : | General overview
The lesson consists of various interactive educational activities organized by groups. (6 students / group). The students prepare individually " business cases " who are then discussed in plenary session by small groups of 5 students and animated by the lecturers. These case studies concern real situations of company, illustrating problems of marketing management in various sectors (consumer goods, B2B, Services).
The students have to bring before every session a document by e-mail:
- Determining the nature of the approached problem
- Answering the question attached to the case |
|
| Course objective : | Objectives of the course
- At the end of the seminar you would be able to use perfectly basics of strategic marketing: segmentation, targeting, products portfolio, offering, pricing,
- To practice marketing key concepts in various contexts
- To enter business world thanks to the case study method
- To analyse real problem situations
- To be familiar with the most important manager's activity: decision-making |
|
| Prerequisites : | Prerequisite
The students will be asked to participate actively during the course so we do require that the students have a good level in spoken and written English.
Each student should have at least followed a course of basics in Marketing.
To verify your knowledge of the basic concepts in marketing, a formatif test will take place on Thursday, November 13th from 1:00 pm till 3:00 pm in 050.
Your presence is compulsory.
The subject is the one of the Basics of marketing course of Jean Tondeur available on the virtual campus of the School (http: // lola.hec.ulg.ac.be). You can also base yourselves on Kotler and Dubois 12 ° edition : SIM and environment; The EDM and the demand; Behavior of the consumer; The segmentation; The competition; Positionning; The capital marks. |
|
| Organization : | Organization
Students are divided in 4 groups, A, B, C, D.
This distribution will be made by our care. The students who wish to participate in the competition L'Oréal will have to show themselves by e-mail with Sandrine Gasc for Monday, October 27th 9 hours(am) at the latest.
In every session of lesson each of these 4 groups is again divided into subgroups of 5 persons. The students of every subgroup are in charge of sharing their individual preparation of case and of answering the questions of it. Every student may be questioned by the lecturer. The composition of the subgroups will be communicated to the students in the beginning of session of lesson and will vary in every session. |
|
| Written notes : | Learning material
Here is a list of the pedagogic tools which will be used during the seminar :
1) Personal readings
2) Case Studies
1) The personal readings
It is deeply recommended to read the chapters of Kotler and Dubois mentioned for every business case. Besides a careful reading, it is asked to apply the theoretical notions explained in the book to the business case. Consequently, the written report should make links between the theory (=book) and the practice (= business case).
2) Case study
Before every session of discussion, you have to read and analyze the case which will be studied. To help you to prepare your case, you receive a list of questions which will guide you in your step, as well as readings which provide useful information for solving the case.
During the seminar, you may be called at any time to the "board", individually or by subgroup.
The cases and the relative questions are available at the "Centrale des Cours" from 3/11/08.
The questions will be available on the virtual campus of the School (http: // lola.hec.ulg.ac.be) |
|
| Assessment : | Evaluation
The evaluation is based on the following elements:
1. The quality of your preparatory analysis of 3 case studies realized individually
These preparatory analyses (under format WORD, 1 A4 page, police 12, maximum 550 words) will be sent by e-mail with the clear indication of the case of your name to the lecturer or teaching assistant of the case at the latest on Friday, 12 a hour precedent on Mondays of the animation. The students have 15 days to prepare their case.
A hard copy (with the same indications) will be also handed in the beginning of session to the presenter, in the daytime of the session of animation.
The criteria of evaluation are the following ones:
- The rigour and the depth of your preliminary analysis (so quantitative as qualitative)
- The creativity
- The quality of the solutions
2. Your active participation, in subgroup or individual, in the seminars and in the practical works can be worth to you a bonus
3. An individual examination consisting of an analysis of case such as those seen in the lesson |
|
| Contacts : | Lecturers : Henri Gutman (henri.gutman@ulg.ac.be) Jean Tondeur (jean.tondeur@ulg.ac.be) Teaching Assistants :
Cecile.Delcourt@ulg.ac.be
Sandrine Gasc- Sandrine.Gasc@ulg.ac.be
Coordinator :
Sandrine Gasc- Sandrine.Gasc@ulg.ac.be (Office 302) |
|
|
| |
