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| GEST3043-1 | Strategy and Marketing Management in Social Enterprises
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| Duration : | 30h Th |
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| Number of credits : |
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| Lecturer : | Cécile Delcourt |
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Language(s) of instruction :
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| English language |
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Organisation and examination :
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| Teaching in the first semester, examination in June |
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Course contents :
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| Like any company, the social enterprise has to implement successful marketing strategies. However, unlike traditional companies which pursue an economic objective, social enterprises have specific challenges and characteristics requiring adjustments of marketing strategies. In particular, the social enterprise aims to not only to pursue an economic (and profitable) objective but also - and foremost - a social objective. Accordingly, marketing strategies have to respect those two objectives. Most of social enterprises are active in (a) the production of social products or services (i.e., marketing in the social sector), or in (b) the promotion of a social cause (i.e., social marketing). |
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Learning outcomes of the course :
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| * Identify the challenges and specificities of social enterprises and the impact on their management
* Understand the specific characteristics of the strategy and marketing management of social enterprises and social causes
* Get acquainted with the concepts of strategy and marketing management to be able to implement them in social enterprises and for social causes
* Be able to develop a marketing strategy for social enterprises and social causes |
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Prerequisites and co-requisites/ Recommended optional programme components :
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| All students need to have followed both following courses
- Principles of Marketing
- Strategic Marketing
Erasmus and international students: please, send a motivation letter to cecile.delcourt@ulg.ac.be before 28th September to explain your background and your motivation for this course. There will be a limited number of students who will be accepted for this course |
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Planned learning activities and teaching methods :
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| - Theoretical sessions
- Individual assignment
- Personal readings
- Business cases
- Conference by a practitioner |
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Mode of delivery (face-to-face ; distance-learning) :
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| Face-to-face sessions:
Q1: 03-05-07-10-12-14-17-19 December 2012 from 9 to 12
Q2: 03 May 2013 from 9 to 12 |
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Recommended or required readings :
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| o Andreasen, Alan R. (2003), Strategic Marketing for Nonprofit Organizations, New Jersey: Pearson Education International.
o Kotler, P., Roberto, E, Lee, N . (2002), Social Marketing : Improving the quality of life, Sage Publications.
o Oster, S. (1995), Strategic Management for Nonprofit Organisations, Theory and Cases, Oxford University Press.
o Wilson, A., Zeithaml, V., Bitner, M.J., Gremler, D. (2008), Services Marketing: Integrating Customer Focus across the Firm, McGraw-Hill. |
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Assessment methods and criteria :
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| * Continuous assessment based on participation and group preparation and presentation.
* Exam at the end - after all the sessions. |
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Work placement(s) :
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Organizational remarks :
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| All ad hoc documents will be available on Lola |
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Contacts :
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| By email : Cecile.Delcourt@ulg.ac.be |
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