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| GEST0232-2 | Marketing principles
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| Duration : | 30h Th |
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| Credits/ECTS : |
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| Holder(s) : | Chantal de Moerloose |
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| Language : | French language |
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| Course contents : | The course is about the general principles of marketing.
(1) Marketing in context, (3) buying motivation, (4) buying process, (6) segmentation, (7) attractiveness, (8) competitiveness, (9) portfolio analysis and strategic decisions, (13) pricing (15) communication. (numbers refer to Lambin's (2005) chapters). |
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| Course objective : | The course aims to make students familiar with basic notions in marketing and management with tools of analysis.
It attempts to develop students' management reasoning which integrates these notions into a progressive approach resulting in a strategic decision. |
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| Prerequisites : | None |
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| Workshops : | Non mandatory reparation of case studies and exercises |
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| Organization : | Interactive course given on each Friday 14h-17h 1st term + non mandatory evening conferences. The course is in French |
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| Written notes : | A syllabus will be available
Basic and mandatory reference : Lambin J.J., Chumpitaz R., de Moerloose (2005), Marketing stratégique et opérationnel. 6°ed. Paris, Dunod |
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| Assessment : | Written exam in January |
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| Contacts : | C. de Moerloose meets students every Friday in her office 2.18, on appointment with her assistant Muriel Toussirot (muriel.toussirot@ulg.ac.be)
For more information, the e-mail of the professor is : demoerloose@mark.ucl.ac.be
(Prof Ch. de Moerloose, Service Marketing (bte 34), Bd du Rectorat, 7 (Bat31), 4000 Liège, Tél. : 04/366.31.26 et 04/366.27.21)
Web site : http://www.egss.ulg.ac.be/marketing
Secretary: C. Brose, Bât. B31, Local 2.54 Tel. : 04/366.27.21 |
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