MARK9202-1

Duration

40h Th

Number of credits

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

Lecturer

Anne-Christine Cadiat

Language(s) of instruction

English language

Organisation and examination

Teaching in the first semester, review in January

Schedule

Schedule online

Units courses prerequisite and corequisite

Prerequisite or corequisite units are presented within each program

Learning unit contents

Marketing Concepts and Decision Making is an introductory course designed to provide students with a solid foundation in marketing.

By the end of the course, students will be able to:

Design a marketing information system and conduct market research to support decision making,
Develop coherent and effective marketing strategies,
Manage customer relationships in a sustainable way,
Build and position strong brands,
Create, deliver, and communicate value to diverse stakeholders.

Our approach combines theoretical foundations with practice-oriented learning. Through the analysis of real business cases, students will not only understand key concepts but also apply them to complex situations. These exercises aim to strengthen their ability to make informed strategic and operational marketing decisions.

The course is built on active participation, critical thinking, and collaborative problem solving. Students are encouraged to engage, challenge ideas, and develop their own perspective on how marketing contributes to business and society.

Learning outcomes of the learning unit

Knowledge
By the end of the course, students will understand and master the main theories, principles, and tools of both strategic and operational marketing.

Skills
Students will be able to apply marketing concepts to solve concrete business problems. They will learn to integrate theoretical knowledge into case analyses, leading to sound diagnoses, strategic decisions, and operational recommendations.
In addition, through teamwork, students will further develop interpersonal and communication skills essential for collaborative problem solving.

Attitude
Students are expected to engage actively in the learning process by preparing readings in advance, participating in class discussions, and contributing to case analyses. They will strengthen their ability to synthesize information, think critically, and communicate in a clear and professional manner.

Prerequisite knowledge and skills

Basics in economics, mathematics and statistics

Planned learning activities and teaching methods

Preparatory work
Before each session, students are expected to complete assigned readings (mainly from Kotler & Keller and selected business cases). This preparation will allow them to engage actively in class discussions.

Class sessions
Key marketing concepts will be presented, discussed, and illustrated through interactive exchanges. Guest speakers from industry will also be invited to share their professional experience and insights.

Practice-oriented learning
Exercises and business case analyses will be used to apply concepts and develop decision-making skills.

Team project
In teams, students will work on a real business case throughout the semester. This project includes:

Conducting a marketing audit of a selected company/organization,
Applying theoretical concepts to analyze its situation,
Sharing intermediate findings with classmates for feedback,
Designing a communication campaign based on the case analysis,
Delivering a final report with strategic and operational recommendations,
Presenting these recommendations during the final session.

This team project will allow students to practice and integrate all marketing concepts and tools covered in class, while developing collaboration and communication skills.

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

Face-to-face course

Further 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@

Course materials and recommended or required readings

Platform(s) used for course materials:
- LOL@

Further information:

Required reading:

Kotler P. & Keller KL., Marketing Management - global edition, Pearson, 16th edition, 2021.

Exam(s) in session

Any session

- In-person

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

Written work / report

Continuous assessment

Further 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).

Use of generative AI in the written report: any use of generative AI that does not comply with the Uliege Charter for the use of generative AI will be sanctioned by an F grade (fraud) for the whole course.

https://www.student.uliege.be/cms/c_19230399/en/uliege-charter-for-the-use-of-generative-artificial-intelligence-in-academic-work

Work placement(s)

Organisational remarks and main changes to the course

Contacts

Anne-Christine Cadiat
accadiat@uliege.com

Marketing : Concepts and Decision Making