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| GEST3004-1 | Marketing (operations and management)
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| Durée : | 16h Th, 16h Pr |
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| Crédits/ECTS : |
| Master en ingénieur civil en aérospatiale, à finalité spécialisée en gestion, 2e année | | Premier quadrimestre | | 3 |
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| Master en ingénieur civil architecte, à finalité spécialisée en gestion, 2e année | | Premier quadrimestre | | 3 |
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| Master en ingénieur civil en chimie et sciences des matériaux, à finalité spécialisée en gestion, 2e année | | Premier quadrimestre | | 3 |
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| Master en ingénieur civil des constructions, à finalité spécialisée en gestion, 2e année | | Premier quadrimestre | | 3 |
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| Master en ingénieur civil électricien, à finalité spécialisée en gestion, 2e année | | Premier quadrimestre | | 3 |
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| Master en ingénieur civil électromécanicien, à finalité spécialisée en gestion, 2e année | | Premier quadrimestre | | 3 |
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| Master en ingénieur civil en informatique, à finalité spécialisée en gestion, 2e année | | Premier quadrimestre | | 3 |
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| Master en sciences informatiques, à finalité spécialisée en gestion, 2e année | | Premier quadrimestre | | 3 |
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| Master en ingénieur civil mécanicien, à finalité spécialisée en gestion, 2e année | | Premier quadrimestre | | 3 |
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| Master en ingénieur civil des mines et géologues, à finalité spécialisée en gestion, 2e année | | Premier quadrimestre | | 3 |
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| Master en ingénieur civil physicien, à finalité spécialisée en gestion, 2e année | | Premier quadrimestre | | 3 |
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| Master en sciences mathématiques, à finalité spécialisée en gestion, 2e année | | Premier quadrimestre | | 3 |
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| Titulaire(s) : | Michael Ghilissen |
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| Langue : | Langue française |
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| Aperçu général : | 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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| Objectif du cours : | 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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| Pré-requis : | Marketing is a core course and assumes no prior knowledge of marketing. However, there are certain concepts from GEST 3003-1 Competitive strategy in the market place 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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| Organisation : | This course is taught in English and it is organized during the Fall semester. |
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| Notes de cours : | 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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| Remarques : | There is no required textbook for this course. |
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