Duration
50h Th
Number of credits
Lecturer
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
The course is about the general principles of strategic marketing.
(1) Marketing in context, (3) Buying motivation, (4) Buying process, (6) Segmentation, (7) Attractiveness, (8) Competitiveness, (9) Targeting and positioning, (12) Brand, (13) Distribution, (14) Price, (15) Communication, (5) Marketing information system (Numbers refer to Lambin & de Moerloose's (2016) chapters).
Learning outcomes of the learning unit
1. Knowledge: knowledge and understanding of theories and principles of stratégic marketing. This course is devoted to familiarization with the basic concepts of marketing and its analysis tools.
2. Expertise: Critical use of theories to solve management problem. Autonomous, orderly [and critical] info search to solve this problem. This course aims to develop the student's reasoning that integrates concepts in a phased approach and leads to a diagnosis, and a strategic decision. Then, through case studies and exercises, the course aims to develop the ability of implementation of the rationale and methods in practical management situations, finalized by a decision.
3. Attitude: Critical look at the economic information, ability to synthesize and communicate in writing. Identification of ethical behavior [or not] in enterprises [and personal positionning against them]. Students will be invited to interact during the course abouit this topic.
4. Autonomy. Follow a MOOC and interact with worldwide students (free but valued).
5. Finally, through conferences, the course establish a link with the practice of business.
Prerequisite knowledge and skills
The course STAT0003 Statistiques descriptives or his equivalent is a prerequisite to this course.
Additionnally the following basics are suposed to be mastered by students :
Basics in economics (supply / demand, pure competition, oligopoly, pricing, GNP ...)
Basics in mathematics (weighted average (!), equation solving, logarithm, exponential function, first and second derivatives ...)
Basic in statistics (standard deviation, variance, hypothesis testing, type 1 and 2 error, ...)
Planned learning activities and teaching methods
Home preparation of case studies solved in class, conferences and non mandatory exercises
Mode of delivery (face-to-face ; distance-learning)
Face-to-face-learning:
The lecture is given face-to-face by the professor. Some question and answer sessions classes with the teacher and solving exercises classes with the assistant are also planned. Finally marketeers will give lectures during the year.
Distance-learning :
An important file of exercises and mini-cases is available on Moodle for students' self-training in case resolution. The solutions can be discussed during classes.
An optional MOOC can be followed, based on additional topics in operational marketing
Recommended or required readings
Available on Lol@ : Additional notes (exercices, case studies, video ...) and some PDF copies of slides.
Basic reference: Lambin J.J., & de Moerloose Ch. (2016), Marketing stratégique et opérationnel, 9th Ed, Paris: Dunod.
Assessment methods and criteria
The written exam in January verifies (1) concepts knowledge, (2) concepts understanding (tested via examples or exercises) and (3) student's diagnosis ability (via exercises or mini-case studies). Weighting between theory and practice is approximately 50-50. The September exam conditions are similar to January.
Work placement(s)
Organizational remarks
Note : The course GEST0232 Principles of Marketing targeting
- Bachelor in Management Engineering BLOC 2
- Bachelor in Economics and Management BLOC 2
- Passerelle - Master in Management
- Gramme-Program IBE - BLOC 2
Contacts
C. de Moerloose meets students every Friday pm(Opéra), on appointment taken on chantal.demoerloose@ulg.ac.be. (Prof. Ch. de Moerloose, Service Marketing (bte 34), Bd du Rectorat, 7 (Bat31), 4000 Liège). The assistant may be contacted by e-mail.