Duration
30h Th
Number of credits
| Master in management (120 ECTS) (evening classes) | 6 crédits | |||
| Master in management (60 ECTS) (evening classes) | 5 crédits |
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
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: Segmentation - 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
* Group work
Mode of delivery (face-to-face ; distance-learning)
- Face-to-face sessions. The sessions are taught on Saturday morning during the first semester.
- Meeting hours
- Market research (in group)
- To foster the learning process: 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:
Livre de base en marketing management: Philip Kotler, Kevin Keller, et al. Marketing Management (2015), 15ème édition. Cet ouvrage existe en français ou anglais. Des éditions moins récentes conviennent également (12-13-14ème édition).
Livre de base en étude de marché: Giannelloni, J.-L., Vernette E. (2015), Etudes de marché, 4ème édition, Vuibert. Des éditions moins récentes conviennent également.
D'autres alternatives existent. Exemple:
Malhotra, Naresh et al. (2014), Etudes Marketing, 6ème édition. Cet ouvrage existe en français ou anglais. Des éditions moins récentes conviennent également (4 ou 5ème édition).
Assessment methods and criteria
25% of the final grade: group work on market research
75% of the final grade: Written exam based on the whole material discussed during the class.
-MCQ: +/- 35%
-Open questions: +/- 65%
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