Duration
40h Th
Number of credits
| Extra courses intended for exchange students (Erasmus, ...) | 5 crédits |
Lecturer
Language(s) of instruction
English 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 will study and analyze marketing concepts such as:
-Building a marketing information system and leading a market research
-Developing a marketing strategy
-Managing customer relationship
-Building strong brands
-Creating value
-Delivering value
-Communicating value
We will also study and analyze business cases in order to contextualize these concepts and make strategic and operational marketing decisions.
Learning outcomes of the learning unit
Knowledge:
Students will be able to understand theories and principles of strategic marketing and marketing tools.
Skills:
Students will be able to use and implement marketing theories and concepts in order to solve marketing problem. This course aims at developing your reasoning that integrating concepts in a case analysis in order to reach a diagnosis, to make a strategic decision and to develop operational recommendations.
Besides, through a team applied research project, students will develop their interpersonal relationship skills as well as their communication skills.
Attitude:
Students are expected to prepare their lessons with readings. They will be invited to interact in class about the studied concepts and cases. They will have to show their ability to synthetize, to practice critical thinking and communication in a professional manner.
Prerequisite knowledge and skills
Basics in economics and mathematics
Planned learning activities and teaching methods
* Preparatory readings based on the Kotler & Keller book and business cases will prepare you for class sessions. * Concepts will be presented and discussed in class. * Guest speakers will visit us in order to share their marketing experience. * We will use exercises and short business cases study in order to practice decision-making. * Team applied research project: In teams of four, students will chose a brand and process a marketing audit based on concepts studied in class. At the end of the project, they will present their analysis and recommendations tin class. They will also write a research report based on their analysis (maximum 20 pages). Through this project students will practice all marketing concepts and tools learned and discussed in class.
Mode of delivery (face-to-face ; distance-learning)
- Face 2 face
- Virtual platform: lol@
Recommended or required readings
Required reading:
Kotler P. & Keller KL., Marketing Management - global edition, Pearson, 15th edition, 2016.
Assessment methods and criteria
Assessment elements:
- Individual evaluation (70%): possible quiz based on preparatory readings (10%) and final written exam (60%)
- Team evaluation (30%): team research project report and presentation
- Understanding and knowledge of marketing concepts (KLO1);
- Congruent application of marketing concepts (KLO1);
- Critical attitude (KLO1);
- Analytical mind (KLO1);
- Rigour, concision and depth of your analysis (KLO1);
- Congruence and creativity of your decisions (KLO5);
- Professional and effective, written and oral communication (KLO4).
Work placement(s)
Organizational remarks
Contacts
Anne-Christine Cadiat
accadiat@uliege.com