2017-2018 / MARK0781-2

Strategic Marketing Seminar


30h Th

Number of credits

 Master in management, professional focus in law and management5 crédits 
 Master in management, professional focus in law5 crédits 
 Master in management (120 ECTS)5 crédits 
 Master in business engineering (120 ECTS)5 crédits 
 Master in management (60 ECTS)5 crédits 


Zelal Ates, Anne-Christine   Cadiat, Cécile Delcourt, Michael Ghilissen, Jean Tondeur

Language(s) of instruction

English language

Organisation and examination

Teaching in the first semester, review in January

Units courses prerequisite and corequisite

Prerequisite or corequisite units are presented within each program

Learning unit contents

Refer to the course objectives and learning activities.

Learning outcomes of the learning unit

Overall objectives
At the end of the seminar you will be able to:

  • Understand and apply key strategic marketing concepts such as segmentation, targeting, and positioning.
  • Identify and analyze current marketing issues
  • Familiarize yourself with the most important manager's responsibility: decision-making
Key learning outcomes
The Strategic Marketing seminar contributes to the following Key Learning Outcomes (KLO):
  • Strategy (KLO1): Establish a strategy in order to optimize the value chain of a company...
    ... based on the analysis of its financial and economic context. ... taking into account its political, social, and societal context. ... taking into account its legal constraints. ... adopting the position of a marketing specialist. ... demonstrating a critical mind and scientific precision.
  • Implementation (KLO2): Take charge of the everyday management of a company, and more especially of a project related to strategic marketing...
    ... working efficiently in an international and multidisciplinary team, among others in a leading position. ... analyzing one's managerial practice with a critical and ethical mind.
  • Communication (KLO4): Communicate efficiently about a company...
    ... in at least two languages, including English and French. ... taking into account the multicultural and international features of their environment.
  • Adaptability (KLO5): Adapt one's managerial practice to the needs of a fast-evolving world...
    ... being conscious of its societal, economic, political, and environmental issues. ... showing curiosity and a scientific precision of academic level. ... showing creativity, autonomy, and entrepreneurial spirit. ... developing one's expertise in a lifelong learning perspective.

Prerequisite knowledge and skills

The students are required to participate actively during the group sessions. Accordingly, they need a good proficiency level in spoken and written English.
Each student should have followed at least one course of Basics/Principles in Marketing prior to taking the Strategic Marketing Seminar. To assess your knowledge of the theory and basic concepts in marketing, you will have to take a Multiple Choice Questionnaire test. The test will be conducted online on September 21, 2017 (following the introduction session), on the School's electronic platform Lol@ (http://lola.hec.ulg.ac.be/). 
The quiz is a "Pass / Fail" test: Please note that you MUST pass this test to be able to take the final exam. Those who fail the quiz need to re-take it (few attempts possible) and pass it, within the fixed deadline.
To prepare yourself for this test, carefully read and understand the chapters of Kotler et al. (2011), Marketing Management, 14th European Edition, listed in the course syllabus available on Lol@.

Planned learning activities and teaching methods

This course is based on the learning-by-doing process instead of the customary teaching process. With this distinct approach, we believe students will learn more, and take personal responsibility for their own education. The teaching method consists in personal readings and case studies preparation. There will be no theory lectures. It is up to you to research, revise and make sure you understand the concepts that are pertinent to each business case. We also expect you to self-evaluate your group preparations, based on the in-class discussions.
Personal reading: We require that you read the chapters of Kotler's et al. (2011) textbook, ahead of the class session, and become proficient with the relevant marketing concepts (see the "Prerequisites" section).
Case study: Before every session: You first have to read, analyze, and solve the business case individually. To help you to prepare the business case, you should use personal readings (i.e., chapters of Kotler's et al. book) as they provide you with useful information for solving the case. It is required to apply the concepts and models from the book to the business case. Each group must prepare the business case (KLO2). We expect each group to upload a group preparation presenting the three following steps of the diagnostic stage (see the Syllabus available on Lol@ for further information; KLO1&5):

  • Get to know the context, the situation in which the company operates;
  • Identify the problems that require decisions by the company;
  • Identify the research questions the company must answer to solve these problems.
During the session: The lecturers are free to choose randomly one group for presentation (KLO4). In addition, each subgroup will receive specific questions to answer. Each subgroup is required to share ideas, and to write down the answers on a PowerPoint slide or a sheet of paper. The lecturer's role is to challenge the students' answers and facilitate learning through discussion. As a reminder, we expect you to self-evaluate your group preparations, based on the in-class discussions.
Be aware that the lecturer may question every student at any moment during the class session. Therefore, a strong preliminary individual preparation work is essential. Only well-prepared students will have time to answer the questions during the session. Active student participation is highly necessary to fully benefit from the case study methodology. It is also a key evaluation criterion.

Mode of delivery (face-to-face ; distance-learning)

All lectures will be face-to-face. Note that students have to prepare the business cases ahead. To do so, personal readings and self-learning about marketing concepts and models are highly recommended

Recommended or required readings

Required readings:

  • The business cases will be available online at the Case Centre (www.thecasecentre.org). You will have to pay for access fees and purchases (+/- €15; see the document "Case Center Purchase Procedure" on Lol@).
  • Kotler et al. (2011), Marketing Management, 14th European Edition (copies are available at the library Graulich).

Assessment methods and criteria

Assessment elements:

  • Individual evaluation (80%): The final exam (KLO1&5)
  • Group evaluation (20%): The quality of your preparation ahead of the lecture, and the group active participation during the lectures (KLO2&4)
Assessment criteria:
In line with the previously mentioned KLOs, the following criteria - among others - will be used to assess the students' progress:
  • Understanding of marketing concepts (KLO1);
  • Congruent application of marketing concepts (KLO1);
  • Critical attitude (KLO1);
  • Analytical mind (KLO1);
  • The rigour, concision and depth of your analysis (KLO1);
  • The congruence and creativity of your decisions (KLO5).

Work placement(s)

Organizational remarks

(See the document available on Lola for all guidelines related to the organization of the seminar)
1. Final exam
First session - January:
The Strategic Marketing examination in January is a written individual exam with essay questions about two business cases.
Two new business cases will be made available before the exam date. We expect students to carefully prepare both cases in the same way we did it for the classes. On the day of the exam, students will get questions related to both business cases. The questions will be in English. However students may answer in either French or English.
How to get prepared for the final exam?

  • Carefully review the relevant chapters of Kotler's et al. textbook, Marketing Management. On one hand, refer to the chapters you had to revise for the Quiz. On the other hand, it is up to you to identify which additional chapters you should revise according to the business cases topics
  • The exam questions will be of the same style as the ones we discussed during the classes, as appropriate to the new business cases environment. Do review these discussions.
Second session - August-September:
The examination in second session is an oral individual business case presentation. The examination will last 25 minutes: a 10-minute individual presentation in front of the jury, and 15 minutes of Q&A. Similar to the first session, two new business cases will be made available about two weeks prior to the exam date.
We expect students to prepare both business cases and to upload on Lol@ a detailed preparation of the cases and a PowerPoint presentation (see the Syllabus on Lol@ for further information)
On the day of the exam, the jury will randomly choose one business case (out of two). You will then have the opportunity to present your analysis of this particular case (in English), before answering the questions of the jury (in either French or English).
The exam in second session accounts for 100% of the final grade.
2. Attendance
Attendance is compulsory; it is important to participate in every session. We only excuse your absence to the class in case of an imperious reason (such as sickness, family emergency). We need an original and official proof such as a medical certificate. In this case, please do:
  • Inform Simon Hazée, by email, as soon as you know of the imperious situation;
  • Provide Simon Hazée (N2, rue Saint-Gilles 35 - Room 376, or scan at hazee@ulg.ac.be(simon.hazee@ulg.ac.be), as soon as possible, with the official proof of your absence to the business case session. Quality scans are allowed. )
IMPORTANT: Given the importance of taking part in every session, the Article 37(§2) from the 'Academic and Examination Regulations' of the University of Liege (available here: http://bit.ly/2bMA71B) is applicable. According to this article, the teaching staff may declare students inadmissible for exams if they did not (i) physically participate in the seminar, or (ii) submitted their work in due time. Students who did not attend the seminar AND did provide an official proof may be considered eligible for the second session exam, but additional work is first required.
This syllabus is designed to be a guide to the class and may change during the semester depending on various factors such as the number of students registered.


Teaching staff:

Assistant, coordinator, and contact person:
  • Hazée Simon (Simon.Hazee@ulg.ac.be). Shall you have any questions with regard to the seminar, please do contact the coordinator first.