2023-2024 / MARK8002-1

Marketing and Innovation


30h Th

Number of credits

 Bachelor in economics and business management4 crédits 
 Bachelor in business engineering4 crédits 
 Extra courses intended for exchange students (Erasmus, ...)5 crédits 
 Master in multilingual communication (120 ECTS)5 crédits 


Anne-Christine   Cadiat, Claire Gruslin

Language(s) of instruction

English language

Organisation and examination

Teaching in the second semester


Schedule online

Units courses prerequisite and corequisite

Prerequisite or corequisite units are presented within each program

Learning unit contents


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.

In this course, you will be challenged to create a new product based on old ones that you will recycle or upcycle. 

This course contributes to developing the following skills:


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.


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.



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)

Face-to-face course

Additional information:


Recommended or required readings

The MARK8002 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:  Podcasts and scientific articles recommended during the coaching sessions

Complementary 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 .
  • Alexander Osterwalder, Yves Pigneur, Gregory Bernarda, Value Proposition Design: Comment créer les produits et les services que veulent vos clients, Pearson, mai 2015

Exam(s) in session

Any session

- In-person

oral exam

Written work / report

Continuous assessment

Additional information:

Team project: 100% multiplied by the peer assessment factor

  • The project is assess during the final presenation by a diversified jury.
  • 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. This assessment will produce a ratio. This ratio will be used as a multiplier to adapt and individualize your grade. 
  • 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

2nd session:

The resit exam consists of an individual production linked to your team assignment.  The report is discussed during an oral presentation according to a specific schedule.

Work placement(s)

Organisational remarks and main changes to the course


Please contact the lecturers by email.

Anne-Christine Cadiat accadiat@uliege.be
Claire Gruslin claire.gruslin@uliege.be

Association of one or more MOOCs