2023-2024 / GEST7098-1

Principles of marketing


50h Th

Number of credits

 Bachelor in business engineering5 crédits 


Nadia Steils

Language(s) of instruction

French language

Organisation and examination

Teaching in the first semester, review in January


Schedule online

Units courses prerequisite and corequisite

Prerequisite or corequisite units are presented within each program

Learning unit contents

The course content will cover the strategic and operational aspects of marketing. In particular, we will focus on the following points:

  • Understanding the role and challenges of marketing;
  • STP approach (Segmentation, Targeting, Positioning);
  • The marketing mix and its evolution (product, price, distribution, promotion);
  • Understanding consumer behavior;
  • Marketing research;
  • Digital marketing.

Learning outcomes of the learning unit

This course contributes to the following intended key learning outcomes:

  • KLO-1(Strategy ): Establish a strategy to optimize the value chain of a company
  • KLO-2 (Implementation ): Take charge of the everyday management of a company, and more especially of a project related to strategic marketing
  • KLO-4 (Communication) : Communicate efficiently about a company
  • KLO-5 (Adaptability ): Adapt one's managerial practice to the needs of a fast-evolving world
  • KLO7: Being capable of professional team work

Prerequisite knowledge and skills

This course requires students to have previously taken STAT0003 Descriptive Statistics or an equivalent.

Planned learning activities and teaching methods

Methodology: the methods used are chosen to balance three complementary aspects
of the professional and personal development: knowledge (theories and models), know-how (techniques and tools) and interpersonal skills (postures, beliefs and attitudes).

Thus, the methodological approaches vary: theoretical presentations, case studies, practical workshops in smaller groups, guest lectures, group work and reflection, etc. group work and reflection, etc.

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

Blended learning

Additional information:

  • The majority of the sessions will be in-pesron.
  • Three sessions will be given in small groups for practical work
  • A small minority of sessions will be given remotely (interactive classes and workshops on Lola)

Recommended or required readings

Documents will be posted on Lola

Exam(s) in session

Any session

- In-person

written exam ( multiple-choice questionnaire )

Written work / report

Continuous assessment

Additional information:

cf. French version (this course is entirely taught in French)

Work placement(s)

Organisational remarks and main changes to the course

In 2023-2024, this course is aimed at undergraduates in BLOC 2 "Ingénieurs de Gestion".


Prof. Nadia STEILS


Association of one or more MOOCs

There is no MOOC associated with this course.