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
In a rapidly changing world, where societal, economic, and technological shifts are felt very quickly, it is essential for businesses to be able to develop, implement, communicate, sell, and maintain competitive and relevant marketing offerings. This course aims to introduce the marketing approach and the principles of market research that enable managers to achieve these objectives.
The marketing approach is detailed in its strategic and operational aspects, all illustrated with numerous examples.
The course also provides an overview of the basic principles of market research, teaching students how to analyze consumer needs, expectations, and behaviors in order to provide managerial recommendations.
The concepts and theories are then put into practice through a series of exercises and case studies.
This course aims to:
Raise awareness of the context and challenges of marketing
Highlight the need to integrate the "customer dimension" into management thinking
Present and apply the marketing approach
Apply key marketing concepts to real-world cases
Sharpen observational skills in marketing
Provide the necessary foundations for conducting 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
80%
(3) Optional Bonus (only for the first session)
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
Assistant: Youssra EL MIDAOUI youssra.elmidaoui@uliege.be