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| MARK0781-2 | Strategic Marketing
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| Durée : | 30h Th |
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| Crédits/ECTS : |
| Master en sciences de gestion, à finalité approfondie, 1re année | | Premier quadrimestre | | 5 |
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| Master en sciences de gestion, à finalité didactique, 1re année | | Premier quadrimestre | | 5 |
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| Master en ingénieur de gestion, à finalité didactique, 1re année | | Premier quadrimestre | | 5 |
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| Master en ingénieur de gestion, à finalité didactique, 1re année | | Toute l'année | | 5 |
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| Master en sciences de gestion, à finalité spécialisée en banking and asset management, 1re année | | Premier quadrimestre | | 5 |
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| Master en ingénieur de gestion, à finalité spécialisée en financial engineering, 1re année | | Premier quadrimestre | | 5 |
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| Master en ingénieur de gestion, à finalité spécialisée en financial engineering, 1re année | | Toute l'année | | 5 |
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| Master en sciences de gestion à finalité spécialisée en entrepreneuriat, 1re année | | Premier quadrimestre | | 5 |
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| Master en sciences de gestion, à finalité spécialisée en financial analysis and audit, 1re année | | Premier quadrimestre | | 5 |
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| Master en sciences de gestion, à finalité spécialisée, 1re année | | Premier quadrimestre | | 5 |
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| Master en sciences de gestion, à finalité spécialisée en management humain et organisation, 1re année | | Premier quadrimestre | | 5 |
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| Master en ingénieur de gestion, à finalité spécialisée, 1re année | | Toute l'année | | 5 |
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| Master en ingénieur de gestion, à finalité spécialisée, 1re année | | Premier quadrimestre | | 5 |
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| Master en ingénieur de gestion, à finalité spécialisée en intrapreneuriat, 1re année | | Toute l'année | | 5 |
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| Master en ingénieur de gestion, à finalité spécialisée en intrapreneuriat, 1re année | | Premier quadrimestre | | 5 |
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| Master en sciences de gestion, à finalité spécialisée en management, 1re année | | Premier quadrimestre | | 5 |
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| Master en ingénieur de gestion, à finalité spécialisée en Modélisation et technologie, 1re année | | Premier quadrimestre | | 5 |
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| Master en ingénieur de gestion, à finalité spécialisée en Modélisation et technologie, 1re année | | Toute l'année | | 5 |
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| Master en sciences de gestion, à finalité spécialisée en management des entreprises sociales, 1re année | | Premier quadrimestre | | 5 |
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| Master en sciences de gestion, à finalité spécialisée en intelligence stratégique et marketing, 1re année | | Premier quadrimestre | | 5 |
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| Master en ingénieur de gestion, à finalité spécialisée en supply chain management, 1re année | | Premier quadrimestre | | 5 |
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| Master en ingénieur de gestion, à finalité spécialisée en supply chain management, 1re année | | Toute l'année | | 5 |
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| Master en ingénieur de gestion, à finalité spécialisée en performance management systems, 1re année | | Premier quadrimestre | | 5 |
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| Master en ingénieur de gestion, à finalité spécialisée en performance management systems, 1re année | | Toute l'année | | 5 |
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| Master en sciences de gestion | | Toute l'année | | 5 |
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| Master en sciences de gestion | | Premier quadrimestre | | 5 |
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| Titulaire(s) : | Cécile Delcourt, Henri Gutman, Jean Tondeur |
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| Coordinateur(s) : | Jean Tondeur |
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| Langue : | Langue anglaise |
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| Aperçu général : | // Voir version anglaise |
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| Objectif du cours : | At the end of the seminar you will be able:
- To understand and apply key strategic marketing concepts such as segmentation, targeting, and positioning.
- To analyse actual marketing issues
- To be familiar with the most important manager's responsibility: decision making |
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| Pré-requis : | The students are required to participate actively during the group sessions. Accordingly, they need a good level in spoken and written English or French. Each student should have followed at least one course of Basics in Marketing. To assess your knowledge of the basic concepts in marketing, an online formative test will be organized (date will be confirmed later). It is compulsory to take the test. The test is based on multiple choice questions. To take the test, you have to read carefully and to understand the following five chapters from the book "Marketing Management" of Kotler and Dubois (12th edition):
- Chapter 5 Customer Value, Satisfaction, and Loyalty
- Chapter 6 Analyzing Consumer Markets
- Chapter 8 Identifying Market Segments and Targets
- Chapter 10 Crafting the Brand Positioning
- Chapter 11 Dealing with Competition
You will be invited by email (on your "student ulg" address) to fill out the test in due time. Also, you will receive ad hoc guidelines. |
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| Travaux pratiques : | The teaching methods will consist in personal readings and case studies
A) Personal reading
It is deeply recommended to read the chapters of Kotler and Dubois* mentioned for every business case.
B) Case study
Before every session, you have individually to read, analyze, and solve the business case. To help you to prepare the business case, you should use:
- the provided list of questions : they can guide you in solving the case
- personal readings : they provide you with useful information for solving the case.
It is required to apply the concepts and models from the book to the business case. Consequently, the written report should make links between the concepts/models (=book) and the practice (= business case). At the end of this exercise, you should be ready to write an individual preparation which synthesizes your solution (see below for more details about individual preparation). During the session, each subgroup will receive specific questions to answer. Each subgroup is required to share ideas, and to write down its answers on a slide. The lecturer will be available to answer the specific questions of each subgroup. Then, the lecturer will animate the session which means that he/she will ask some subgroups to present their answers. The lecturer's role is to challenge the students' answers.
Please, be aware that every student may be questioned by the lecturer at any moment during the session. Therefore, a strong preliminary individual work is required. Only well-prepared students will have time to answer the questions during the session.
At the end of the session, the lecturer will collect the slides in order to evaluate the quality of the answers.
* French edition : Kotler, Keller, Dubois et Manceau, « Marketing Management », 12ème édition, Pearson Education France, Paris, 2006, 879 pages.
English edition : Kotler, Keller, Marketing Management, 12th edition, Prenctice Hall, New Jersey |
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| Organisation : | A. Students are divided in 8 groups of more or less 30 students.
Group 1 is an English-speaking group. Group 2 to 8 are French-speaking groups.
- Students in Master Full English will be automatically assigned to group 1.
- Erasmus students will be automatically assigned to the English-speaking group.
B. Each group is divided in 6 subgroups of more or less 5 students.
The composition of the subgroups is up to the lecturers and will be communicated in due time. |
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| Notes de cours : | The business cases and the relative questions are available at the "Centrale des Cours" starting from 22/10/10. The French and English editions of the book "Marketing Management" are available at the library of HEC-ULg. All the subsequent material will be available on Lol@. |
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| Evaluation : | The assessment is based on the following elements:
- The individual preparation of the case studies
- The quality of the answers of each subgroup during the session
- Your active participation during the session*
- A final examination which will take place at the end of the seminar in January 2010
It is compulsory to hand out all individual preparations and to participate to all sessions. If you are not present to a session, and/or don't hand out an individual preparation, you will get a 0/20 for your individual preparation and/or session participation. We apologize your absence to the class in case of an imperious reason (such as sickness, death of a family member). In this case, we need an original and official proof such as a medical certificate. Please, in this case:
- inform by email Cécile DELCOURT as soon as you know the imperious reason
- provideCécile Delcourt (N2 - rue Saint-Gilles 35) with the original and official proof of your absence to the case within 3 days of the business case session.
* You will receive a sheet with your name during the first session so that the lecturers can recognize you. Please, bring this sheet at each session. |
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| Contacts : | Lecturers:
- Céline Brandt (Celine.Brandt@ulg.ac.be)
- Cécile Delcourt (Cecile.Delcourt@ulg.ac.be)
- Henri Gutman (Henri.Gutman@ulg.ac.be)
- Zaineb Lazreq (Zlazreq@ulg.ac.be)
- Jean Tondeur (Jean.Tondeur@ulg.ac.be)
Coordinator aand contact person:
- Cécile Delcourt (Cecile.Delcourt@ulg.ac.be)
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