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| GEST0232-2 | Marketing principles
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| Duration : | 30h Th |
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| Number of credits : |
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| Lecturer : | Chantal de Moerloose |
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Language(s) of instruction :
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| French language |
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Course contents :
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| 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). |
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Learning outcomes of the course :
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| 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. |
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Prerequisites and co-requisites/ Recommended optional programme components :
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| None |
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Planned learning activities and teaching methods :
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| Non mandatory reparation of case studies and exercises |
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Mode of delivery (face-to-face ; distance-learning) :
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| Course given during the first semester from Friday 16th till Friday 23rf included, 1pm-4pm, local Portalis (check the local again before the first course). Friday November 11th will be off. The course is in French. Students following the 3 credits version of this course will exclude chapters 12-15 from their program, but will include the conferences. |
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Recommended or required readings :
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| 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. |
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Assessment methods and criteria :
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| The written exam in January verifies (1) concepts knowledge, (2) concepts understanding (tested via examples or exercises) and (3) student's diagnosis ability (via exercises or mini-case studies). Weighting between theory and practice is approximately 50-50. |
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Contacts :
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| C. de Moerloose meets students every Friday 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. |
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