Duration
30h Th
Number of credits
Lecturer
Language(s) of instruction
English language
Organisation and examination
Teaching in the second semester
Schedule
Units courses prerequisite and corequisite
Prerequisite or corequisite units are presented within each program
Learning unit contents
Vision:
Today's fast-evolving world leaves less time for effective marketing adjustment. New technologies push marketers to be creative to stay competitive and develop offers with a real advantage. This course aligns marketing with innovation within a new approach; our goal is to enable students to get "out of the box", detect opportunities, and find creative solutions, turning used products into new ones.
The main goal of this course is to connect Block 2's "Marketing Principles" and marketing operational practice in a creative vision leading to more innovation.
This course is built on Problem-Based Learning. Students learn by actively engaging in a real-world innovative project. A couple of new concepts and reminders are delivered through a digital app before class. Students will have to refer to the "Principles of Marketing" course and resources available on lol@ to review or refine their understanding of concepts so they can implement them.
The Recycling and Upcycling Challenge is the main activity of this course. In teams, students will have to work with a used material and develop a new value proposition, providing a solution to a specific target.
We will collaborate with chemists to help us assess the potential of the old material.
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
- Analyzing the competitive context
- Conceiving and developing a consistent value proposition and business model
- Fine-tuning the new product, price, and brand
- Communicating the product launch
- Using one's imagination and developing an 'out-of-the-box' vision
- Analyzing situations / finding solutions
- 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 use the following methods:
- Creative problem solving
- Group dynamics & innovative team project
- Self-learning (Genially tool)
- Individual quiz
- Guest speakers
Mode of delivery (face to face, distance learning, hybrid learning)
Face-to-face course
Further information:
Face-to-face course
Additional information:
Attendance is mandatory
Course materials and recommended or required readings
Platform(s) used for course materials:
- LOL@
Further information:
The MARK8002 course is accessible on the Lol@ platform (http://lola.hec.ulg.ac.be/), where students can find all information regarding the planning of sessions as well as access all necessary resources.
Compulsory readings: Podcasts and resources available on Lol@.
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
Further information:
Exam(s) in session
Any session
- In-person
oral exam
Written work / report
Continuous assessment
Further information:
The team assessment will be qualitative during the semester. The deliverables of each activity must be uploaded on lol@ in due time. Qualitative feedback will be provided to the group after each activity. It will not be graded, but will help you improve your project development process.
For the first exam session (June), you will be graded based on your final pitch, and your peer assessment ratio. The peer assessment is organized at the end of the project on lol@. You will assess your teammates' commitment to the team project. This assessment produces a ratio used as a multiplier of your team grade.
Final Pitch: 12 minutes
Content
- Project feasibility
- Project originality
- Structure
- Relevance
- Subject control
- Consistency
- Communication quality
- Attractiveness
- Visual contact with the audience
- Clarity
- Conciseness
- Team spirit
2nd session:
The exam will be an individual paper consisting of a critical analysis of the team project output and experience.
Use of generative AI: 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
Please contact the professors by email.
- Anne-Christine Cadiat accadiat@uliege.be
- Claire Gruslin claire.gruslin@uliege.be