Business Strategy and Strategic Marketing

Duration

45h Th

Number of credits

Lecturer

Willem Standaert

Language(s) of instruction

English 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

This course has multiple themes, including:

• Strategic B2B Marketing
• Strategic Marketing Communication
• CSR & Sustainability
• Digital Innovation
• Internationalization

Learning outcomes of the learning unit

Strategic B2B Marketing

• Analysing the different market dimensions that impact value for a specific company
• Understanding how to create value in B2B markets by segmenting, targeting, and positioning
• Defining a go-to-market approach (4 P's) to deliver and capture value
• Developing an approach to sustain value
• Measuring outcomes and adjusting the strategy

• Understanding Integrated Marketing Communication (IMC) in B2B Markets
• Applying Content Marketing in B2B Markets
• Evaluating Brands in B2B Markets
• Measuring the impact of B2B Marketing

• Delineating Corporate Social Responsibility and Sustainability
• Understanding the Strategic Importance of Sustainable Business
• Implementing Sustainable Initiatives
• Analyzing the Fit of Sustainability Initiatives with Brand Equity

• Delineating Digital Transformation
• Applying (Digital) Innovation Approaches
• Crafting a Data Strategy

• Understand and integrate intercultural aspects in commercial practices
• Adapt the marketing mix to different countries and cultures
• Understand the mechanisms and know the partners that can help with export
• Manage logistic aspects related to export

• In management situations, understand the following transversal tools: quantitative analysis, IT systems and management projects
• Elaborate and develop solutions relevant to management problems
• Teamwork
• Develop a critical sense (argumentation)
• Develop a transversal overview
• With regard to a management problem, suggest ethical and socially responsible solutions that respect the principles of good governance
• Communicate in writing in a professional manner

Prerequisite knowledge and skills

• General conditions of access to the master's degree
• Basic principles of management, strategy and marketing
• Advanced level in English (documents and classes in English)

Planned learning activities and teaching methods

• Lectures
• Self-study using the online platform and flipped classrooms
• Case studies
• Testimonials
• Group work
• Application in your company

Mode of delivery (face to face, distance learning, hybrid learning)

• Lectures
• Self-study using the online platform and flipped classrooms
• Case studies
• Testimonials
• Group work
• Application in your company

Organisational adjustments related to the current health context

Orange color code: hybrid or online teaching
Red color code: online teaching

Recommended or required readings

Self-study and documents available on the course platform (Lol@)

Assessment methods and criteria

Below you will find information on the evaluation methods planned for in-person and remote exams as well as those planned for hybrid sessions. Depending on how the health crisis evolves, the chosen method will be communicated to you no later than one month before the start of the exam session.

Any session :

- In-person

written exam ( open-ended questions )

- Remote

written exam ( open-ended questions ) AND written work

- If evaluation in "hybrid"

preferred remote


Additional information:

30% of the total points will be based on an individual written report, and the remaining 70% will be assessed on the basis of different elements. Students will receive the details:

• Continuous assessment: participation in class will be assessed on the basis of the preparation for the flipped classroom and the work done on the case study on the platform during class and between classes.
• Reports written in a group
• Written exams and MCQ (questions concerning knowledge, understanding and application)

Work placement(s)

Organizational remarks

See schedule on the Lola platform

Contacts

Academic advisors HEC-Liège
Willem Standaert e-mail: willem.standaert@uliege.be office 206
HEC-Liège
Bâtiment N1 Rue Louvrex, 14
B-4000 LIEGE