 | |
| GEST0232-3 | Marketing principles
 |
|
| Duration : | 35h Th, 10h Pr |
|
| Credits/ECTS : |
|
|
| Holder(s) : | Chantal de Moerloose |
|
| Language : | French language |
|
| Course contents : | The course is about the general principles of marketing.
(1) Marketing in context, (3) buying motivation, (4) buying process, (5) marketing information system, (6) segmentation, (7) attractiveness, (8) competitiveness, (9) targeting and positioning, (10) portfolio analysis and strategic decisions, (11) new products, (12) product, (13) pricing, (15) communication. (Numbers refer to Lambin's (2008) chapters). |
|
| 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.
Through exercises and case studies, this course aims to give students the possibility to implement their reasoning in concrete management situations.
Conferences will make a link between theory and practice. |
|
| Prerequisites : | None |
|
| Workshops : | Preparation of case studies and exercices. |
|
| Organization : | Course given on each Wednesday 13-16 1st term, from Wednesday September 15th to Wednesday December 22nd included. The course is in French |
|
| Written notes : | Additional notes are available on Lol@. As slides are extracted from the (copyrighted) reference textbook, no copies will be available.
Basic and mandatory reference: Lambin J.J., de Moerloose Ch. (2008), Marketing stratégique et opérationnel, 7st Ed, Paris, Dunod. |
|
| Assessment : | The written exam in January verifies (1) concepts knowledge, (2) concepts understanding (tested via examples or exercises) and (3) student's diagnosis ability (via exercise or min- case studies). Weighting between theory and practice is approximately 50-50. |
|
| Contacts : | C. de Moerloose meets students every Wednesday morning in her office 2.18, Sart Tilman,, on appointment taken on chantal.demoerloose@ulg.ac.be. (Prof. Ch. de Moerloose, Service Marketing (bte 34), Bd du Rectorat, 7 (Bat31), 4000 Liège). The assistant may be contacted by e-mail. |
|
|
| |
