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| GEST3004-1 | Marketing (operations and management)
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| Duration : | 16h Th, 16h Pr |
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| Number of credits : |
| Master in Aerospace Engineering, Professional Focus (Management), 2nd year | | 3 |
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| Master in Architecture and Engineering, specialized approach, 2nd year | | 3 |
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| Master in Chemical and Material Sciences, specialized approach, 2nd year | | 3 |
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| Master in Civil Engineering, professional focus in management , 2nd year | | 3 |
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| Master in Electrical Engineering, specialized approach, 2nd year | | 3 |
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| Master in Electro-mechanical Engineering, Professional Focus (Management), 2nd year | | 3 |
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| Master of science in computer science and engineering, professional focus in management, 2nd year | | 3 |
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| Master in Computer Science, Professional Focus (Management), 2nd year | | 3 |
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| Master in Mechanical Engineering, specialized approach, 2nd year | | 3 |
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| Master in Geological and Mining Engineering, specialized approach, 2nd year | | 3 |
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| Master in Engineering Physics, specialized approach, 2nd year | | 3 |
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| Master in Agricultural Bioengineering, Professional Focus, 2nd year | | 3 |
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| Master in Chemistry and Bio-industries, Professional Focus, 2nd year | | 3 |
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| Master in Environmental Bioengineering, Professional Focus, 2nd year | | 3 |
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| Master in Forests and natural Areas Engineering, Professional Focus, 2nd year | | 3 |
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| Master in Mathematical Sciences, professional focus in management, 2nd year | | 3 |
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| Lecturer : | Michael Ghilissen |
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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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| A marketing orientation drives strategic decision-making in most companies today. The business press is constantly discussing the efforts of companies to get close to their customers or to meet their needs better than the competition. Indeed, it is impossible to understand the current and potential financial success of companies today without a thorough understanding of their target markets, customer relationships, product development skills, and competitive advantages and disadvantages.
Marketing is all about creating and capturing value. By providing superior value to customers, companies enhance their own value. The marketing concept is so pervasive in companies that a marketing orientation extends well beyond the marketing department. Marketing has become everyone's job. This course will enable you to apply marketing tools and concepts, whether you work in the marketing department or not. |
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Learning outcomes of the course :
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| During the course of the semester you should learn to:
* Understand the role of marketing in companies.
* Integrate the customer into every aspect of business planning. The core competence of marketing in any organization is its understanding of the customer.
* Appreciate how companies develop relationships with customers that provide lifetime value to both the company and its customers.
* Apply analytical tools appropriate for marketing analysis.
* Develop specific recommendations and actions plans for companies facing difficult marketing decisions.
This course provides an overall view of marketing, focusing on essential skills needed by successful managers in all business functions.
Topics include:
* how individual and organizational consumers make decisions;
* segmenting markets and estimating customer economic value;
* positioning the firm's offering;
* effective market research;
* new product development; pricing strategies;
* communicating with consumers and estimating advertising's effectiveness; and
* managing relationships with sales force and distribution partners.
The course also studies how firms must coordinate these different elements of the marketing mix to insure that all marketing activities collectively forge a coherent strategy. The importance of combining qualitative and quantitative concepts in effective marketing analysis is also examined. |
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Prerequisites and co-requisites/ Recommended optional programme components :
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| Marketing is a core course and assumes no prior knowledge of marketing. However, there are certain concepts from GEST 3003-1 Competitive strategy in the market place that students should have mastered, including: price elasticity of demand, price discrimination, marginal cost, marginal revenue, efficient scale for production capacity, diminishing returns, utility functions and utility curves. |
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Planned learning activities and teaching methods :
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Mode of delivery (face-to-face ; distance-learning) :
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| This course is taught in English and it is organized during the Fall semester. |
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Recommended or required readings :
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| Relevant course material, course's schedule, class assignments, key documents, lecture notes, or media will be made available online, at LOLA:
http://lola.hec.ulg.ac.be/claroline/course/index.php?cid=GEST3004_1 |
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Assessment methods and criteria :
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Work placement(s) :
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Organizational remarks :
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| There is no required textbook for this course. |
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Contacts :
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| For information, please email Michael Ghilissen at michael.ghilissen@ulg.ac.be
Office hours: by appointment only. |
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