Duration
50h Th
Number of credits
| Bachelor in economics and business management | 5 crédits | |||
| Bachelor in business engineering | 5 crédits |
Lecturer
Language(s) of instruction
German language
Organisation and examination
Teaching in the second semester
Schedule
Units courses prerequisite and corequisite
Prerequisite or corequisite units are presented within each program
Learning unit contents
This lecture is intended to provide a basis for a theoretically sound, yet practical academic marketing training. Students should - according to the key learning objectives of the bachelor program, i.e. to establish a strategy in order to optimize the value chain of a company, an organization or a project demonstrating a critical mind and scientific precision; to take charge of the everyday management of a company, an organization or a project analyzing his/her managerial practice with a critical and ethical mind; and to communicate efficiently, internally and externally, about a company, organization or project to in at least three languages - acquire not only factual and methodological knowledge but also a broad understanding of the basic principles of marketing management. The focus of this lecture is on the role of marketing in the company, the strategic fundamentals of marketing, the basic principles of consumer behavior and data collection for decision support in marketing and the marketing mix. As part of the marketing mix, the fundamentals of marketing instruments, i.e. product policy, price policy, communication policy and distribution policy are discussed.
Learning outcomes of the learning unit
At the end of the lecture, students are expected
- to know the general principles and perspectives of marketing;
- to know the basics of strategic marketing;
- to have a detailed overview of the four main instruments of the marketing mix;
- to have developed an understanding of the particularities of marketing in specific contexts (for example, services and B2B marketing);
- to be able to apply the discussed subjects to practical problems.
Prerequisite knowledge and skills
Planned learning activities and teaching methods
- Lectures, exercises, case study
- Self-learning: preparation and follow up of lectures on the basis of the provided bibliography, literature search and study, participation in class, exercises, preparation of a case study and presentation of results
Mode of delivery (face-to-face ; distance-learning)
- Face-to-face
- Language: Deutsch
Recommended or required readings
Recommended reading:
Homburg, Christian (2014): Grundlagen des Marketingmanagments: Einführung in Strategie, Instrumente, Umsetzung und Unternehmensführung, 4. Auflage, Wiesbaden 2014.
Assessment methods and criteria
- Final exam based on essay questions (individual): 80%
- Exercises in class (individual): 10%
- Case Study (group): 10%
- Participation in class: Malus/Bonus of +/- 1 points possible
Work placement(s)
Organizational remarks
This syllabus is preliminary and may be changed during the semester!
Contacts
- For questions related to the course content, please contact Dr. Zelal Ates via Email (Zelal.Ates@ulg.ac.be);
- For questions related to the course organization (deadlines, absence, work submission etc.), please contact Simon Hazée via email (Simon.Hazee@ulg.ac.be) or phone at 04 232 72 25.
Adaptation of teaching commitments following the COVID-19 pandemic for the May-June 2020 session
Teaching methods implemented : distance-learning
Distance learning via podcasts
Assessment subjects
Book, slides & podcasts
Assessment methods
Group work (30%)
Written remote exam (60% theory, 10% exercises)
Contacts
caroline.droemmer@hotmail.com