Duration
30h Th
Number of credits
Lecturer
Language(s) of instruction
French 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 aims to present the principles of marketing.
More specifically, this course aims to achieve the following objectives:
- Highlight the context and the marketing challenges companies face
- Show the importance of customer orientation
- Present and be able to apply marketing strategy and planning
- Apply the marketing concepts to real business issues
- Tease the sense of observation related to marketing issues
- Provide the necessary tools and process to conduct marketing research
Learning outcomes of the learning unit
The course is divided into 3 parts:
1. Strategic Marketing
2. Market Research
3. Exercises and case studies
Prerequisite knowledge and skills
None
Planned learning activities and teaching methods
Activities
- Lectures with examples
- Discussions and interactions
- Workshops
- Case studies
- Group project
- Power point slides
- Podcasts
- Reference books
- Industry and academic articles
- Digital content (videos, tutorials, quizzes, etc.)
Mode of delivery (face to face, distance learning, hybrid learning)
Blended learning
Additional information:
Hybrid learning
- Face-to-face or virtual sessions on Saturday mornings during the first semester
- Meeting hours
- Digital learning
- Market research (in group)
Recommended or required readings
The course material will be available at :
http://lolahd.hec.ulg.ac.be
Textbook of reference
Livre de base en marketing management: Philip Kotler, Kevin Keller, et al. Marketing Management (2015), 15ème édition. This book exists in French and English. Older editions are suitable too (12-13-14ème édition).
Market research books (facultatif)
Giannelloni, J.-L., Vernette E. (2015), Etudes de marché, 4ème édition, Vuibert. Older editions are suitable too
or
Malhotra, Naresh et al. (2014), Etudes Marketing, 6ème édition. This book exists in French and English. Older editions are suitable too (4 ou 5th ed).
Exam(s) in session
Any session
- In-person
written exam ( multiple-choice questionnaire, open-ended questions )
Continuous assessment
Additional information:
20% of the final grade: exercises
80% of the final grade: Written exam based on the whole material discussed during the class.
-MCQ (+/- 35% of the written exam)
-Open questions (+/- 65% of the written exam)
In addition, you can get an extra bonus point by participating to the virtual escape game.
Work placement(s)
Organizational remarks
All documents and useful information will be provided through Lola: http://lolahd.hec.ulg.ac.be
Contacts
Professors
Anne-Christine CADIAT: accadiat@uliege.be
Cécile DELCOURT: cecile.delcourt@uliege.be
Laurence DESSART, Ph.D.: laurence.dessart@uliege.be
Assistant: Youssra EL MIDAOUI youssra.elmidaoui@uliege.be