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, you will work on a real business case, analyze a brand and process a marketing audit based on concepts studied in class. This case will be discussed throughout the semester; you should be ready to share your insight at any time during class meetings. You will also develop a communication campaign for the brand based on their analysis of the case. At the end of the project, you will write a paper summarizing your analysis and developing recommendations (maximum 20 pages). Besides, you will present your recommendations during the last class session to other students.
Through this project you will practice all marketing concepts and tools learned and discussed in class.
Mode of delivery (face to face, distance learning, hybrid learning)
- Face 2 face
- Virtual platform: lol@
Organisational adjustments related to the current health context
Due to the COVID situation, the exam will be organized online in January 2021.
The exam will include open-ended as well as multiple choice questions.
Recommended or required readings
Required reading:
Kotler P. & Keller KL., Marketing Management - global edition, Pearson, 15th edition, 2016.
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.
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