2023-2024 / MARK9202-1

Marketing : Concepts and Decision Making


40h Th

Number of credits

 Extra courses intended for exchange students (Erasmus, ...)5 crédits 


Anne-Christine   Cadiat

Language(s) of instruction

English 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

Marketing Concepts and Decision Making course is an introduction to marketing.

In this course, we will develop marketing concepts and principles 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



Students will be able to understand and master theories, principles and tools of strategic and operational marketing.


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 to reach a diagnosis, to make a strategic decision and to develop operational recommendations.

Besides, through a team project, students will develop their interpersonal relationship skills as well as their communication skills.


Students are expected to prepare their lessons with readings. They will be invited to interact in class and discuss concepts and case studies. They will have to show their ability to synthetize, to practice critical thinking and to communicate 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 be invited to share their marketing experience.
  • We will use exercises and business cases to practice decision-making.
  • Team project:
    With your team, you will work on a real business case. You will analyze a brand and lead a marketing audit based on concepts developed in class. This case will be discussed throughout the semester. You will have to prepare your analysis, discuss it with your team and share it during our class meetings with other teams. You will also develop a communication campaign for the brand based on your case analysis. At the end of the project, you will write a paper summarizing your analysis and developing recommendations. 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 discussed in class.


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

Face-to-face course

Additional information:

This course is organized based on face 2 face meetings on a weekly basis

Resources will also be shared on our virtual platform: lol@

Recommended or required readings

Required reading:

Kotler P. & Keller KL., Marketing Management - global edition, Pearson, 16th edition, 2021 (or 15th edition 2015).

Exam(s) in session

Any session

- In-person

written exam ( multiple-choice questionnaire, open-ended questions )

Written work / report

Additional information:

Assessment elements:

  • Individual evaluation (70%): online quizzes (10%) and final written exam composed of MCQ & open-ended questions (60%).
  • Team evaluation (30%): team project report and presentation multiplied by your peer assessment ratio. 
Assessment criteria :

  • Understanding and knowledge of marketing concepts (KLO1);
  • Congruent application of marketing concepts (KLO1);
  • Critical attitude (KLO1);
  • Analytical mind (KLO1);
  • Rigor, 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)

Organisational remarks and main changes to the course


Anne-Christine Cadiat

Association of one or more MOOCs