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| GEST0232-5 | Marketing principles
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| Duration : | 50h 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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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 course is about the general principles of marketing.
(1) Marketing in context, (3) Buying motivation, (4) Buying process, (6) Segmentation, (7) Attractiveness, (8) Competitiveness, (9) Targeting and positioning, (10) Portfolio analysis and strategic decisions, (12) Product, (13) Pricing, (15) Communication. (Numbers refer to Lambin & de Moerloose's (2012) chapters). |
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Learning outcomes of the course :
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| 1. Knowledge: knowledge and understanding of theories and principles of marketing. This course is devoted to familiarization with the basic concepts of marketing and its analysis tools.
2. Expertise: Critical use of theories to solve management problem. Autonomous, orderly [and critical] info search to solve this problem. This course aims to develop the student's reasoning that integrates concepts in a phased approach and leads to a diagnosis, and a strategic decision. Then, through case studies and exercises, the course aims to develop the ability of implementation of the rationale and methods in practical management situations, finalized by a decision.
3. Attitude: Critical look at the economic information, ability to synthesize and communicate in writing. Identification of ethical behavior [or not] in enterprises [and personal positionning against them]. Students will have the opportunity to develop throughout the course of a "black card" of irresponsible marketing practices.
4. Finally, through conferences, the course establish a link with the practice of business. |
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Prerequisites and co-requisites/ Recommended optional programme components :
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| Basics in economics (supply / demand, pure competition, oligopoly, pricing, GNP ...)
Basics in mathematics (weighted average (!) equation solving, logarithm, exponential function, first and second derivatives ...)
Basic in statistics (standard deviation, variance, hypothesis testing, type 1 and 2 error, ...) |
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Planned learning activities and teaching methods :
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| Home preparation of case studies solved in class, conferences and non mandatory exercises |
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Mode of delivery (face-to-face ; distance-learning) :
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| Face-to-face-learning:
The lecture is given face-to-face by the professor. Some question and answer sessions classes with the teacher and solving exercises classes with the assistant are also planned. Finally marketeers will give lectures during the year.
Distance-learning :
An important file of exercises and mini-cases is available on Lol @ for students' self-training in case resolution. The solutions can be discussed during classes |
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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. (2012), Marketing stratégique et opérationnel, 8st 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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Work placement(s) :
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Organizational remarks :
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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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