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| MARK0774-2 | Strategic Market Planning for New Products and Services
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| Duration : | 30h Th |
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| Number of credits : |
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| Lecturer : | Charles Pahud de Mortanges |
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Language(s) of instruction :
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| English language |
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Course contents :
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| In this seminar, students learn to develop a marketing strategy, by making decisions about product positioning and market segmentation, the choice of distribution channels, pricing, and promotion and branding. Students work in teams to develop and write a complete marketing plan, which will be presented during the last sessions. A written plan must be submitted by the teams at the end of the term. |
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Learning outcomes of the course :
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- Session 1: Introduction to Marketing Planning and New Products Development
- Session 2: Tools presentation + Presentation of proposals & Feedback
- Session 3: Presentation of progress report & Feedback
- Session 4: Final presentations of the Marketing Plan & Feedback
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Prerequisites and co-requisites/ Recommended optional programme components :
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| Operational and Strategic Marketing |
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Planned learning activities and teaching methods :
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| The students work in teams to develop and write a complete marketing plan |
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Mode of delivery (face-to-face ; distance-learning) :
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| Time distribution:
- Lecture: 6 hours
- Project: 81 hours
- Presentations: 9 hours
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Recommended or required readings :
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| Lecture sheets and notes are made available online after the sessions.
http://lola.hec.ulg.ac.be/
OBLIGATORY TEXTBOOK:
Marketing Plan Handbook; Burk Wood, Marian; Prentice Hall; 3 edition (March 28, 2007) ISBN: 978-0132237550 |
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Assessment methods and criteria :
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| Product teams write a marketing plan (75%) and present the plan in class (25%). |
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Contacts :
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| Lecturer:
Charles PAHUD DE MORTANGES, Professeur Ordinaire, Ecole de Gestion HEC-ULg
Tel.: +32 (0)4 366 27 68
Office: II.14
E-mail: C.Pahud@ulg.ac.be |
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