Study Programmes 2015-2016
MARK0012-1  
Basis of marketing
Duration :
30h Th
Number of credits :
Master in management (120 ECTS) (evening classes)6
Lecturer :
Cécile Delcourt
Language(s) of instruction :
French language
Organisation and examination :
Teaching in the first semester, review in January
Units courses prerequisite and corequisite :
Prerequisite or corequisite units are presented within each program
Course contents :
This course aims to present the principles of marketing. More specifically, this course aims to achieve the following objectives:


  • Highlight the context and the marketing challenges companies face
  • Highlight the crucial importance of adopting a customer perspective when taking managerial decisions
  • Provide a 3-step process (including: strategic analyses, strategic decision-making process, implementation of the decisions) to be able to conduct a marketing plan.
  • Apply the marketing concepts to real business issues
  • Tease the sense of observation related to marketing issues
  • Provide the necessary tools and process to conduct marketing research
 
Learning outcomes of the course :
The course is divided into 7 parts:
  • Part 1 :Context, challenges
  • Part 2: Customer orientation - marketing plan
  • Part 3: Market analysis, dealing with competition, scanning the macro-environment
  • Part 4:  Segmenttaion - targeting - positioning - marketing mix (7P)
  • Part 5+6: Marketing research
  • Part 7: Services marketing & management
 
Prerequisite knowledge and skills :
None
Planned learning activities and teaching methods :
*Interactive lectures with illustrations *Exercices *Business cases : Michel & Augustin + Carglass *Bibliography -Textbook -Managerial and scientific articles *Power Point slides
Mode of delivery (face-to-face ; distance-learning) :
7 sessions for a total of 30 hours. The sessions are taught every saturday morning during the first semester.
Recommended or required readings :
Relevant course material will be made available online :
http://campushd.hec.ulg.ac.be/
Recommended book for sessions 1-2-3-4-7:
Philip Kotler, Kevin Keller, et al. Marketing Management (2015), 15th edition. Recommended book for sessions 5-6:
Malhotra, Naresh et al. (2014), Marketing Research. Other recommendation:
Wilson, Zeithaml, Bitner, Gremler, Services Marketing
Assessment methods and criteria :
Written exam based on the whole material discussed during the class.
-MCQ: +/- 40%
-Open questions: +/- 60%
Work placement(s) :
Organizational remarks :
Contacts :
Cécile DELCOURT
Ph.D., Associate Professor E-mail: Cecile.Delcourt@ulg.ac.be