Duration
50h Th
Number of credits
| Bachelor in business engineering | 5 crédits |
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
The course content will cover the strategic and operational aspects of marketing. In particular, we will focus on the following points:
- Understanding the role and challenges of marketing;
- STP approach (Segmentation, Targeting, Positioning);
- The marketing mix and its evolution (product, price, distribution, promotion);
- Understanding consumer behavior;
- Marketing research;
- Digital marketing.
Learning outcomes of the learning unit
This course contributes to the following intended key learning outcomes:
- KLO-1(Strategy ): Establish a strategy to optimize the value chain of a company
- KLO-2 (Implementation ): Take charge of the everyday management of a company, and more especially of a project related to strategic marketing
- KLO-4 (Communication) : Communicate efficiently about a company
- KLO-5 (Adaptability ): Adapt one's managerial practice to the needs of a fast-evolving world
- KLO7: Being capable of professional team work
Prerequisite knowledge and skills
This course requires students to have previously taken STAT0003 Descriptive Statistics or an equivalent.
Planned learning activities and teaching methods
Methodology: the methods used are chosen to balance three complementary aspects
of the professional and personal development: knowledge (theories and models), know-how (techniques and tools) and interpersonal skills (postures, beliefs and attitudes).
Thus, the methodological approaches vary: theoretical presentations, case studies, practical workshops in smaller groups, guest lectures, group work and reflection, etc. group work and reflection, etc.
Mode of delivery (face to face, distance learning, hybrid learning)
Blended learning
Additional information:
- The majority of the sessions will be in-pesron.
- Three sessions will be given in small groups for practical work
- A small minority of sessions will be given remotely (interactive classes and workshops on Lola)
Recommended or required readings
Documents will be posted on Lola
Exam(s) in session
Any session
- In-person
written exam ( multiple-choice questionnaire )
Written work / report
Continuous assessment
Additional information:
cf. French version (this course is entirely taught in French)
Work placement(s)
Organisational remarks and main changes to the course
In 2023-2024, this course is aimed at undergraduates in BLOC 2 "Ingénieurs de Gestion".
Contacts
Prof. Nadia STEILS
nadia.steils@uliege.be
Association of one or more MOOCs
There is no MOOC associated with this course.