Study Programmes 2016-2017
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
Learning unit 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 learning unit :
The course is divided into 6 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: Marketing research
  • Part 6: Services marketing & management
 
Prerequisite knowledge and skills :
None
Planned learning activities and teaching methods :
*Interactive lectures with illustrations *Exercices *Business cases  *Bibliography     -Textbook     -Managerial and scientific articles *Power Point slides
Mode of delivery (face-to-face ; distance-learning) :
Face-to-face sessions. The sessions are taught on Saturday morning during the first semester.
+
Massive Open Online Course (MOOC): https://www.edx.org/course/decouvrir-le-marketing-louvainx-louv11x-1
 
Recommended or required readings :
The documents will be available at :
http://lolahd.hec.ulg.ac.be
Textbooks of reference:
Philip Kotler, Kevin Keller, et al. Marketing Management (2015), 15th edition. Cet ouvrage existe en français ou anglais. Des éditions moins récentes conviennent également (12-13-14th edition).
Malhotra, Naresh et al. (2014), Etudes Marketing, 6ème édition. Cet ouvrage existe en français ou anglais. Des éditions moins récentes conviennent également (4 or 5th edition).
Optional textbook:
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 :
All documents and useful information will be provided through Lola: http://lolahd.hec.ulg.ac.be
Contacts :
Cécile DELCOURT
Ph.D., Associate Professor E-mail: Cecile.Delcourt@ulg.ac.be