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 introduce the principles of marketing and provide students with a holistic approach to the marketing process. In a rapidly changing world, where societal, economic, and technological changes are occurring rapidly, it is essential for companies to be able to develop, design, communicate, sell, and maintain competitive and relevant marketing offerings. Strategic marketing is the first component of this course, where the marketing approach is studied in detail using various strategic tools. This approach is then put into practice with recent case studies. The course also provides an overview of the basic principles of market research, teaching students how to analyze consumer needs, expectations, and behaviors with a view to providing managerial recommendations. It 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
At the end of this course, students will be able to:
- Understand the challenges of modern marketing and the customer approach, and integrate them into a strategic approach.
- Develop a comprehensive strategic marketing plan using the marketing approach, i.e., analyze a company's external and internal environment, make marketing decisions, implement them using the marketing mix, and measure the results of these decisions and actions.
- Apply fundamental marketing concepts to real-life scenarios.
- Design market research.
Prerequisite knowledge and skills
None
Planned learning activities and teaching methods
Activities
- Lectures with examples
- Discussions and interactions
- Workshops
- Case studies
- 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
Further information:
Hybrid learning
- Face-to-face sessions on Saturday mornings during the first semester
- Meeting hours
- Digital learning
Course materials and recommended or required readings
Platform(s) used for course materials:
- LOL@
Further information:
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 (2019), 16ème édition. This book exists in French and English. Older editions are suitable too (14-15ème édition).
Market research books (facultatif)
Giannelloni, J.-L., Vernette E. (2019), Etudes de marché, 5ème 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
Further information:
The final grade consists in :
(1) Individual online Quiz
20%
(2) Individual Examen
60%
(3) Practical Group Workshop - Market Studies
20%
(4) Optional Bonus
1 point
Work placement(s)
Organisational remarks and main changes to the course
All documents and useful information will be provided through Lola: http://lolahd.hec.ulg.ac.be
Contacts
Professors
Anne-Christine CADIAT: accadiat@uliege.be
Claire Gruslin : Claire.Gruslin@uliege.be
Assistant: Youssra EL MIDAOUI youssra.elmidaoui@uliege.be