Duration
30h Th
Number of credits
Lecturer
Language(s) of instruction
English 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, hybrid learning)
30h
Organisational adjustments related to the current health context
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:
Hubert Gatignon, David Gotteland, & Christophe Haon, Making Innovation Last: Volume 1 & volume 2, Sustainable Strategies for Long Term Growth (V1 : Chapters 2 & 3, V2 : Chapters 8 to 15).
Kotler & Keller, Marketing Management, Chapter 2 : Developing Strategies and Plans & Chapter 15 : Introducing new Market Offerings .
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
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.
Team project: 50% multiplied by the peer assessment factor
- 30% Project Report
- 20% Project Presentation
- Peer assessment - at the end of the team process, each student is assessed by his/her peers in terms of his/her commitment and output.
- Note : If there are non performers in the team assignment, it should be brought to our attention early. A non-performer can be fired from a team with documented evidence of non-performance. He then receives a failing grade for the team assignment and gets a resit for this activity.
1st session:
Group oral presentation of the team project
Individual written examination consisting in MCQ and open-ended questions. The questions aim at assessing the students' acquired knowledge and its application.
2nd session:
The exam consists of either part failed in the first session (either the individual or/and the team assignment) For the team assignement part : individual paper (will be specified after deliberation). For the individual part : individual oral exam covering all the modules.
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