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| ECON2252-2 | Marketing and consumer market research
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| Duration : | 24h Th |
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| Number of credits : |
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| Lecturer : | Jean-Pascal Robiéfroid |
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Language(s) of instruction :
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| French 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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| The purpose of the "Marketing and Market Research" course is the understandig by the students of notions as markets and markets needs. The emphansis will therefore be on the Marketing as ans answer of the consumers wishes and needs, both B 2C and B2B. This is theMarketins strategic dimension. |
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Learning outcomes of the course :
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| After introducing the marketing role into the company and the economy as a whole, the first part of the course is about the understanding of the consumer needs, attitudes and behaviours, that are not homogenous and to which the company has to answer with differenciated approaches.
As a consequence, the second part is dedicated to the concepts of market segmentation, the attractivity and competitivenes od the segments and therefore to the marketing strategy to choose: which segment(s) to address and with which positionning?
This leads to the marketing strategic plan.
In the third part it will be seen how to operate these choices by the use of the under control marketing variables, the famous 4 P's. |
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Prerequisites and co-requisites/ Recommended optional programme components :
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| Basic notions of political economy (supply and demand laws, elasticity, marginal return, ...) and accounting (products and charges, direct and full costing, gross margin, cash-flow, ...) are required for a good understanding of the presented concepts |
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Planned learning activities and teaching methods :
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| It's about an ex-cathedra lecture illustrated with numerous real cases.
Active participation of the students is a must. |
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Mode of delivery (face-to-face ; distance-learning) :
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| Active and face-to-face |
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Recommended or required readings :
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| The lecture is based on the following reference book: "Marketing Stratégique et Opérationnel" - JJ. Lambin and Ch. de Moerloose.
Some releases of this book are available in English.
The students will be provided with the copy of the slides presented during the lecture. |
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Assessment methods and criteria :
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| Classical written examination |
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Work placement(s) :
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| None |
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Organizational remarks :
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Contacts :
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| By email addressed to the lecturer |
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