Duration
30h Th
Number of credits
Lecturer
Language(s) of instruction
French language
Organisation and examination
Teaching in the first semester, review in January
Schedule
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
- Show the importance of customer orientation
- Present and be able to apply marketing strategy and planning
- 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 8 sessionss:
- Session 1: Marketing plan part 1
- Session 2: Marketing plan part 2
- Session 3: Market research
- Session 4: Marketing plan part 3
- Session 5: Case study 1
- Session 6: Market research: coaching
- Session 7: Case study 2
- Session 8: Market research and conclusions
Prerequisite knowledge and skills
None
Planned learning activities and teaching methods
Activities
- Lectures with examples
- Discussions and interactions
- Workshops
- Case studies
- Group project
- Power point slides
- Reference books
- Industry and academic articles
- Digital content (videos, tutorials, quizzes, etc.)
Mode of delivery (face-to-face ; distance-learning)
- Face-to-face sessions on Saturday mornings during the first semester
- Meeting hours
- Digital learning
- Market research (in group)
Recommended or required readings
The course material will be available at :
http://lolahd.hec.ulg.ac.be
Textbook of reference
Livre de base en marketing management: Philip Kotler, Kevin Keller, et al. Marketing Management (2015), 15ème édition. This book exists in French and English. Older editions are suitable too (12-13-14ème édition).
Market research books
Giannelloni, J.-L., Vernette E. (2015), Etudes de marché, 4ème édition, Vuibert. Older editions are suitable too
or
Malhotra, Naresh et al. (2014), Etudes Marketing, 6ème édition. This book exists in French and English. Older editions are suitable too (4 ou 5th ed).
Assessment methods and criteria
30% of the final grade: group work on market research
70% of the final grade: Written exam based on the whole material discussed during the class.
-MCQ (+/- 35% of the written exam)
-Open questions (+/- 65% of the written exam)
The exam is scheduled December, 9th at 6pm, in lecture hall 050.
Work placement(s)
Organizational remarks
All documents and useful information will be provided through Lola: http://lolahd.hec.ulg.ac.be
Contacts
Professors
Cécile DELCOURT, Ph. D. cecile.delcourt@uliege.be
Laurence DESSART, Ph.D. laurence.dessart@uliege.be
Anne-Christine CADIAT: accadiat@uliege.be
Assistants
Charlotte Ferrara (partim marketing strategy and market research): c.ferrara@uliege.be
Patrick Barbosa de Sousa (partim market research)