MARK8002-1

Duration

30h Th

Number of credits

	Bachelor in economics and business management	4 crédits
	Bachelor in business engineering	4 crédits
	Master in multilingual communication (120 ECTS)	5 crédits

Lecturer

Anne-Christine Cadiat, Claire Gruslin

Language(s) of instruction

French language

Organisation and examination

Teaching in the second semester

Schedule

Schedule online

Units courses prerequisite and corequisite

Prerequisite or corequisite units are presented within each program

Learning unit contents

Vision:
Today's fast-evolving world leaves ever shorter a time for effective adjustment. The new technologies drive us to inventiveness in order to subsist and develop marketing tactics offering real comparative advantage. This module allies 'marketing' with 'creativity' within a new approach aiming at enabling students to find creative solutions as regards customer experience, product development and launching.

Main goals:
Connecting Block 2's "Marketing Principles" and marketing operational practice.
This course has two parts:
Creativity
This modules relies on an experiential pedagogical approach based on design thinking, creative problem solving, group dynamics and Lean Start-up approaches.
Introduction to creativity and innovation
Identifying customer needs and expectations
Acquiring creative thinking techniques. Selection and priority.
Realizing one's project (pretotyping, BMC etc.)
Making a pitch for a project

Marketing Planning
Vision and mission
Goals
Situation analysis
Strategy
Action Plan
Budget
Control

This course contributes to developing the following skills:
Implementing:
The course enables students to implement the daily management of a company, of an organization or a marketing communication and sales management project
- by implementing an established strategy,
- in a holistic perspective taking into account the interactions between its various functions,
- by taking into account the specificities of an ever more digitalized environment,
- in a creative manner.
Communication:
The course enables students to communicate efficiently about their entreprise, its organisation or project both internally and externally.

Learning outcomes of the learning unit

Specific goals:
Considering new creative thinking tools to generate new ideas, products/services
Looking beyond narrow-minded views of 'known' markets
Boosting creativity and value creation within the marketing approach
Building a successful marketing plan
Conceiving and developing operational marketing actions
Communicating the marketing plan

Cross-cutting goals:
Using one's imagination and developing an 'out of the box' vision
Analysing situations / finding solutions, Communicating, Convincing / Arguing, Collaborating

Prerequisite knowledge and skills

'Marketing Principles' (Block 2 course)

Planned learning activities and teaching methods

In keeping with the inventory of required skills, students will broach the following methods:

Guest speakers
Creative problem solving
Group Dynamics

Mode of delivery (face-to-face ; distance-learning)

See French content

Assessment methods and criteria

team project: 50%
individual examination: 50 %
1st session:
Individual written examination consisting in MCQ and open-ended questions. The questions aim at assessing the students' acquired knowledge and its application.
Group Oral presentation of the case study
2nd session:

Individual paper
Individual oral exam.

Work placement(s)

Organizational remarks

Contacts

Please contact the lecturer depending on the module concerned.
Marketing Plan: Anne-Christine Cadiat accadiat@uliege.be Creativity : Claire Gruslin claire.gruslin@uliege.be

Marketing and innovation