Study Programmes 2016-2017
WARNING : 2015-2016 version of the course specifications
MARK0788-1  
Marketing
  • 1st part : basic concepts
  • 2nd part : strategic marketing
Duration :
1st part : basic concepts : 30h Th
2nd part : strategic marketing : 20h Th
Number of credits :
Master in management (60 ECTS) (evening classes)5
Lecturer :
1st part : basic concepts : Cécile Delcourt
2nd part : strategic marketing : Cécile Delcourt, Michael Ghilissen
Coordinator :
N...
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
Learning unit contents :
1st part : basic concepts
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
 
2nd part : strategic marketing
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 learning unit :
1st part : basic concepts
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
 
2nd part : strategic marketing
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 :
1st part : basic concepts
None
Planned learning activities and teaching methods :
1st part : basic concepts
*Interactive lectures with illustrations *Exercices *Business cases  *Bibliography     -Textbook     -Managerial and scientific articles *Power Point slides
Mode of delivery (face-to-face ; distance-learning) :
1st part : basic concepts
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
 
2nd part : strategic marketing
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 :
1st part : basic concepts
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 
2nd part : strategic marketing
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 :
1st part : basic concepts
Written exam based on the whole material discussed during the class.
-MCQ: +/- 40%
-Open questions: +/- 60%
2nd part : strategic marketing
Multiple Choice Questionaire
Work placement(s) :
Organizational remarks :
1st part : basic concepts
All documents and useful information will be provided through Lola: http://lolahd.hec.ulg.ac.be
2nd part : strategic marketing
There is no required textbook for this course.
Contacts :
1st part : basic concepts
Cécile DELCOURT
Ph.D., Associate Professor E-mail: Cecile.Delcourt@ulg.ac.be
2nd part : strategic marketing
For information, please email Michael Ghilissen at
michael.ghilissen@ulg.ac.be

Office hours: by appointment only.