The course will help the students to 1) be familiar with marketing basics and analysis tools in the marketing domain; 2) develop marketing synthesis; 3) be able to apply the marketing reasoning, its concepts and its methods in concrete managerial situations.
Content and teaching methods
CONTENT
1. Demand analysis (need, product, consumer behavior and purchasing process, marketing information system).
2. Strategic marketing (segmentation, attractivity, life cycle, competitivity, internal and external competitive advantage, products portfolio, strategy choice, product development)
METHODS
1. Lecture: exercises and case discussions (see at the end of each chapter in the syllabus).
2. A marketing simulation realized in groups.
Other information (prerequisite, evaluation (assessment methods), course materials recommended readings, ...)
Evaluation
70% individual exam and 30% simulation game in group.
Support
Slides
References
LAMBIN J.J., CHUMPITAZ R., de MOERLOOSE Ch. (2005) Marketing Stratégique et opérationnel, 6°édition, Dunod
Pedagogic team:
Weekly meeting with the teacher and assistants.
During the simulation game, the assistants will be present.
Other:
Equivalent activities within UCL programs: MARK2101 is more complete than MARK 2950 and exempt this one.