Duration
30h Th
Number of credits
Lecturer
Language(s) of instruction
French 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
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.
The class will be held in English from January 2020.
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
Recommended or required readings
The MARK0011-1 course is accessible on the new Lol@ platform (http://lola.hec.ulg.ac.be/), where students find all information regarding the planning of sessions and can access reading portfolios and case studies.
Compulsory readings:
David Gotteland, Christophe Haon, Jean-Marie Boulé, L'innovation : de l'idée au lancement, Créer et développer un produit ou service nouveau, De la génération d'idées au lancement du nouveau produit, le chemin du succès, Dunod, mai 2017.
Kotler, Keller & Manceau, Marketing Management 15ième ed. , Pearson, 2015 (chapitre sur le plan marketing)
Complementary readings :
Alexander Osterwalder, Yves Pigneur, Gregory Bernarda, Value Proposition Design: Comment créer les produits et les services que veulent vos clients, Pearson, mai 2015
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
Adaptation of teaching commitments following the COVID-19 pandemic for the May-June 2020 session
Teaching methods implemented : distance-learning
Readings
Class meetings
Distance learning
Team project
Assessment subjects
Mandatory readings
Concepts shared in class or through podcasts
Team project (written report and oral presentation)
Assessment methods
Assessment :
Innovative team project : 70%
- written report 50%
- oral presentation 20%
- Activity on lol@
- Individual question
- Peer assessment
Contacts
accadiat@uliege.be
claire.gruslin@uliege.be