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| MARK0781-2 | Strategic Marketing
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| Duration : | 30h Th |
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| Number of credits : |
| Master in Management Sciences, in-depth approach, 1st year | | 5 |
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| Master degree in Management, didactic approach, 1st year | | 5 |
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| Master degree in Management, professional focus in Banking and Asset Management, 1st year | | 5 |
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| Master degree in Business Engineering, professional focus in Performance Management and Control, 1st year | | 5 |
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| Master degree in Business Engineering, professional focus in Performance Management and Control, 1st year | | 5 |
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| Master degree in Management, professional focus in Law, 1st year | | 5 |
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| Master degree in Business Engineering, professional focus in Financial Engineering, 1st year | | 5 |
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| Master degree in Business Engineering, professional focus in Financial Engineering, 1st year | | 5 |
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| Master degree in Management, professional focus in Entrepreneurship, 1st year | | 5 |
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| Master degree in Management, professional focus in Financial Analysis and Audit, 1st year | | 5 |
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| Master in Management Sciences, professional Focus, 1st year | | 5 |
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| Master degree in Management, professional focus in Human Management and Organization, 1st year | | 5 |
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| Master in Management Engineering, professional Focus, 1st year | | 5 |
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| Master in Management Engineering, professional Focus, 1st year | | 5 |
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| Master degree in Business Engineering, professional focus in Intrapreneurship, 1st year | | 5 |
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| Master degree in Business Engineering, professional focus in Intrapreneurship, 1st year | | 5 |
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| Master degree in Management, professional focus in Management, 1st year | | 5 |
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| Master en sciences de gestion, à finalité spécialisée en marketing and strategic intelligence, 1st year | | 5 |
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| Master degree in Business Engineering, professional focus in Modelisation and Technologies, 1st year | | 5 |
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| Master degree in Business Engineering, professional focus in Modelisation and Technologies, 1st year | | 5 |
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| Master degree in Management, professional focus in Social Entreprise Management, 1st year | | 5 |
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| Master degree in Management, professional focus in Strategic Intelligence and Marketing, 1st year | | 5 |
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| Master degree in Business Engineering, professional focus in Supply Chain Management, 1st year | | 5 |
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| Master degree in Business Engineering, professional focus in Supply Chain Management, 1st year | | 5 |
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| Master degree in Business Engineering, professional focusin Performance Management Systems, 1st year | | 5 |
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| Master degree in Business Engineering, professional focusin Performance Management Systems, 1st year | | 5 |
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| Master degree in Management | | 5 |
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| Lecturer : | Céline Brandt, Cécile Delcourt, Charles Pahud de Mortanges, Jean Tondeur |
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| Substitute(s) : | Michael Ghilissen |
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| Coordinator : | Jean Tondeur |
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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, review in January |
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Course contents :
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| //xx |
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Learning outcomes of the course :
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| At the end of the seminar you will be able to:
- Understand and apply key strategic marketing concepts such as segmentation, targeting, and positioning.
- Analyse current marketing issues
- Become familiar with the most important manager's responsibility: decision-making
Intended Learning Outcomes addressed by the courses :
- Strengthening knowledge and understanding of basic management disciplines in order to use them to perform a rigorous analysis of a management situation and provide pertinent solutions
- Ability to speak 2 foreign languages: C1 in English and B2 in one other language
- Understanding and being capable of using project management methods
- Capacity to research autonomously and methodically the information needed to solve a complex, transversal management problem, to perform a rigorous analysis of it and to suggest pertinent solutions
- Being capable of professional team work
- Developing leadership
- Developing a critical sense (arguing)
- Developing a transversal, global vision
- Creative conception of solutions
- Professional capacity for oral communication
- Professional capacity for written communication
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Prerequisites and co-requisites/ Recommended optional programme components :
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| The students are required to participate actively during the group sessions. Accordingly, they need a good level in spoken and written English or French. Each student should have followed at least one course of Basics in Marketing covering the following concepts:
- Customer Value, Satisfaction, and Loyalty
- Analyzing Consumer Markets
- Identifying Market Segments and Targets
- Crafting the Brand Positioning
- Dealing with Competition
In order to verify that the students have mastered the above concepts, there will be a quizz during the first session of the class (on 6/11) based on the following chapters of Kotler's book:
- Chapter 3. Gathering Information and Scanning the Environment
- Chapter 4. Conducting Marketing Research and Forecasting on Demand
- Chapter 5. Creating Long-term Loyalty Relationships
- Chapter 6. Consumer Markets
- Chapter 8. Identifying Market Segments and Targets
- Chapter 10. Crafting the Brand Position
- Chapter 11. Competitive Dynamics
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Planned learning activities and teaching methods :
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| The teaching methods consist in a quizz, personal reading, conferences and case studies.
A) Quizz
See above
B) Personal reading
It is highly recommended to read the chapters of Kotler mentioned for every business case.
C) Conferences
We will invite industry leaders to come and discuss real current cases with the students.
D) Case study
We will use full-featured cases that will be discussed during a session as well as mini cases focused on limited issues.
Before every session, you will have to read, analyze the business case and write a one-page memo highlighting the facts and the issues discussed.
You will be required to apply the concepts and models from the book to the business case. Consequently, the one-page memo should emphasize links between the concepts/models (=book) and the practice (= business case).
During the session, each subgroup is required to discuss the case, propose solutions, and present the findings. The lecturer will coach and challenge the subgroups. It is important that you are well prepared before you come to the sessions.
At the end of the session, the lecturer will evaluate your participation as well as your subgroups' presentations.
* French edition : Kotler, Keller et Manceau, « Marketing Management », 14ème édition, Pearson Education France, Paris, 2012.
English edition : Kotler, Keller, Marketing Management, 14th edition, Prenctice Hall, New Jersey |
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Mode of delivery (face-to-face ; distance-learning) :
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| A. Students are divided in groups of more or less 30 students.
(English-speaking groups and French-speaking groups).
B. Each group is divided in 6 subgroups of more or less 6 students.
The composition of the subgroups is up to the lecturers and will be communicated in due time.
C. To augment the experience diversity, groups will meet a different instructor every week. |
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Recommended or required readings :
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| The business cases will be available at the "Centrale des Cours" starting from 22/10/12. The French and English editions of the book "Marketing Management" are available at the library of HEC-ULg. All other material will be available on Lol@. |
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Assessment methods and criteria :
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| The assessment is based on the following:
- The quizz
- The individual preparation of the case studies (one-page memo)10%
- The quality and pertinence of the solutions presented by the subgroups 30%
- Your active participation during the session*
- A final oral group examination based on a case 60%
It is compulsory to hand out all individual preparations (one-page memo) and to participate to all sessions. If you are not present at a session, and/or don't hand out an individual preparation, you will get a 0/20 for these activities. We can only excuse your absence to the class for an imperious reason (such as sickness, death of a family member). In this case, we need an original and official proof such as a medical certificate. You must:
- send an email to Simon Hazée as soon as you know the situation
- provide Simon Hazée (N2 - rue Saint-Gilles 35) with the original and official proof of your motive within 1 week.
* You will receive a namecard during the first session so that the lecturers can identify you. Please, bring this card along at each session
Individual assessment share : 70% |
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Work placement(s) :
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Organizational remarks :
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Contacts :
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| Lecturers:
Coordinator and contact person:
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