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| MARK0774-1 | Strategic Market Planning for New Products and Services
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| Duration : | 24h Th |
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| Credits/ECTS : |
| Master in Management Sciences, in-depth approach, 1st year | | Premier quadrimestre | | 4 |
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| Master in Management Sciences, didactic approach, 1st year | | Premier quadrimestre | | 4 |
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| Master in Business Engineering, didactic approach, 1st year | | Premier quadrimestre | | 4 |
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| Master en sciences de gestion, à finalité spécialisée en banking and asset management, 1st year | | Premier quadrimestre | | 4 |
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| Master en ingénieur de gestion, à finalité spécialisée en financial engineering, 1st year | | Premier quadrimestre | | 4 |
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| Master in Management Sciences, professional Focus in Entrepreneurship, 1st year | | Premier quadrimestre | | 4 |
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| Master en sciences de gestion, à finalité spécialisée en financial analysis and audit, 1st year | | Premier quadrimestre | | 4 |
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| Master in Management Sciences, professional Focus, 1st year | | Premier quadrimestre | | 4 |
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| Master in Management Sciences, professional Focus (Full english), 1st year | | Premier quadrimestre | | 4 |
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| Master en sciences de gestion, à finalité spécialisée en management humain et organisation, 1st year | | Premier quadrimestre | | 4 |
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| Master in Management Engineering, professional Focus, 1st year | | Premier quadrimestre | | 4 |
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| Master en ingénieur de gestion, à finalité spécialisée en intrapreneuriat, 1st year | | Premier quadrimestre | | 4 |
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| Master in management Sciences, professional focus in management, 1st year | | Premier quadrimestre | | 4 |
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| Master en sciences de gestion, à finalité spécialisée en management des entreprises sociales, 1st year | | Premier quadrimestre | | 4 |
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| Master en sciences de gestion, à finalité spécialisée en intelligence stratégique et marketing, 1st year | | Premier quadrimestre | | 4 |
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| Master en ingénieur de gestion, à finalité spécialisée en supply chain management, 1st year | | Premier quadrimestre | | 4 |
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| Master en ingénieur de gestion, à finalité spécialisée en performance management systems, 1st year | | Premier quadrimestre | | 4 |
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| Master in Management Sciences | | Premier quadrimestre | | 4 |
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| Holder(s) : | Charles Pahud de Mortanges |
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| Language : | Langue anglaise |
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| 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. |
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| Course objective : |
- Session 1: Introduction to Marketing Planning and New Products Development
- Session 2: Tools presentation + Presentation of proposals & Feedback
- Session 3: Presentation of progress report & Feedback
- Session 4: Final presentations of the Marketing Plan & Feedback
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| Prerequisites : | Operational and Strategic Marketing |
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| Workshops : | The students work in teams to develop and write a complete marketing plan |
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| Organization : | Time distribution:
- Lecture: 6 hours
- Project: 81 hours
- Presentations: 9 hours
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| Written notes : | Lecture sheets and notes are made available online after the sessions.
http://lola.hec.ulg.ac.be/
OBLIGATORY TEXTBOOK:
Marketing Plan Handbook; Burk Wood, Marian; Prentice Hall; 3 edition (March 28, 2007) ISBN: 978-0132237550 |
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| Assessment : | Product teams write a marketing plan (75%) and present the plan in class (25%). |
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| 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 |
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