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| MARK0012-1 | Basis of marketing
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| Duration : | 30h Th |
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| Number of credits : |
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| Lecturer : | Céline Brandt |
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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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| Marketing is the dynamic and exciting function that links a society's needs and production activities, thereby enabling businesses to meet the challenges that they face. And its role in modern business continues to increase.
This course provides a marketing decision-making perspective to students, as today's students are tomorrow's practicing managers. It covers the essential areas of the marketing discipline, dealing with those concepts that students should master in order to make effective Product, Pricing, Promotion, and Distribution & Salesforce decisions.
Before making those operational decisions students should be familiar with analyzing marketing opportunities and developing market strategies. |
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Learning outcomes of the course :
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| The course is divided into 7 parts:
- Part 1 : Segmentation - targeting -positioning
- Part 2: Pricing - distribution- communication
- Part 3: Scanning the environment and dealing with competition
- Part 4: Marketing research
- Part 5: Consumer behavior
- Part 6: Branding and services management
- Part 7: Digital Marketing
In order to illustrate this course's theoretical concepts, students will also have to work on a practical question and present the results during class (one question per group) |
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Prerequisites and co-requisites/ Recommended optional programme components :
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| None |
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Planned learning activities and teaching methods :
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| Lectures
Team working
Presentation in teams
Discussions
Scientific paper analysis in teams
Guest speakers |
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Mode of delivery (face-to-face ; distance-learning) :
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| Interactive course with illustrations and examples
Time distribution:
- Lectures: 21 hours
- Guest speakers: 4 hours
- Assignment question: 12 hours
- Discussion 12 hours
- Scientific paper analysis: 12 hours
- Final Exam: 40 hours
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Recommended or required readings :
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| Relevant course material will be made available online after the sessions:
http://campushd.hec.ulg.ac.be/
OBLIGATORY TEXTBOOK
Marketing Management,
Philip Kotler, Northwestern University
Kevin Keller, Dartmouth College
Other textbooks:
Malhotra and Birks, Marketing Research
KL Keller, Strategic Brand Management
Faivre-Duboz, Fétique et Lendrevie, Le web marketing |
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Assessment methods and criteria :
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| Assignment presentation: 10%
Assignment discussion: 10%
Scientific paper presentation :10%
Scientific paper discussion: 10%
Final exam: 60% |
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Work placement(s) :
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Organizational remarks :
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Contacts :
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| Lecturer:
Céline BRANDT
Ph.D, Visiting professor and Marketing consultant
E-mail: Celine.Brandt@ulg.ac.be |
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