Study Programmes 2015-2016
MARK0773-5  
Strategic Marketing
Duration :
15h Th, 5h Pr
Number of credits :
Master in management (120 ECTS) (evening classes)5
Lecturer :
Michael Ghilissen
Language(s) of instruction :
French language
Organisation and examination :
Teaching in the second semester
Units courses prerequisite and corequisite :
Prerequisite or corequisite units are presented within each program
Course contents :
This course develops a comprehensive approach to marketing, focusing primarily on concepts and methods of strategic analysis and marketing planning. It incorporates the latest ideas, methods and the most effective operational sphere of marketing, including the challenges of integrating information technology and communication.

This marketing course is intended to further your understanding of marketing as a function, a set of processes, and a business approach.
Learning outcomes of the course :
This course addresses the development and marketing of its rationale, the integration of strategic marketing in business processes and the value creation process, the myths and reality of the influence of marketing in the company, and the realities of "manufacture" of marketing strategies; cross functional decisions, sources of interrelationships between marketing and other functions and sub-functions and barriers: with finance, operations management, sales, research and development, customer service, human resources management, the future of marketing.
Objectives
  • Understand the role of marketing in companies; core competence in marketing.
  • Understand consumers and markets. Appreciate how companies develop relationships with customers that provide lifetime value to both the company and its customers. Integrate the customer into every aspect of business planning.
  • Develop specific recommendations and action plans; implement a marketing strategy.
  • Apply analytical tools appropriate for marketing analysis.
  • Introduce students to issues of strategic brand management and optimization of the mix of communication (media and non-media)
Prerequisite knowledge and skills :
Planned learning activities and teaching methods :
Mode of delivery (face-to-face ; distance-learning) :
This course is taught in English and is organized during the Spring semester.
Modules
I. Market orientation and marketing performance
  • Customer focus and managing customer loyalty
  • Marketing performance and marketing profitability
II. Market analysis
  • Market potential, market demand and market share
  • The customer experience and value creation
  • Market segmentation and segmentation strategies
  • Competitor analysis and sources of advantages
III. Marketing mix strategies
  • Product position, branding and product line strategies
  • Value pricing and pricing strategies
  • Marketing channels and channel mapping
  • Marketing communication and customer response
IV. Strategic marketing
  • Portfolio analysis and strategic market planning
  • Offensive and defensive strategies
  • Marketing metrics
Recommended or required readings :
Relevant course material, course's schedule, class assignments, key documents, lecture notes, or media will be made available online, at LOLA:
http://campushd.hec.ulg.ac.be/claroline/course/index.php?cid=MARK0773_3
Assessment methods and criteria :
Multiple Choice Questionaire
Work placement(s) :
Organizational remarks :
There is no required textbook for this course.
Contacts :
For information, please email Michael Ghilissen at
michael.ghilissen@ulg.ac.be

Office hours: by appointment only.