Marketing
[LSMG2002]
[30h] 5 credits
This course is taught in the 1st semester.
Teacher(s): Chantal de Moerloose
Language: French
Level: Second
Aims
b) To apply the marketing reasoning, concepts et methods in actual marketing cases (cases, exrcices, articles)
c) Develop decisional ability (and group management) in a marketing simulation game.
Content and teaching methods
LAMBIN J.J. et al. (2005) Le Marketing Stratégique. Sixième Edition. Dunod
Part I. Recognizing the role of marketing in the economy
1. Marketing in the economy and in the society. 2. Marketing after September 11
Part II. Understanding customer behavior
3. Buying motivation 4. Buying process. 5. Marketing Information System
Part III. Strategic marketing
6. Segmentation 7. Attractiveness analysis (PLC) 8. Competitiveness analysis. 9. Product portfolio analysis et marketing strategy definition. 10. Marketing plan 11. New product development
Methods
The theoretical course is given weekly. A market simulation game integrates concepts and application. The final exam includes a practical part (case study, article )
Other information (prerequisite, evaluation (assessment methods), course materials recommended readings, ...)
Support : Slides provided through icampus
References : Provided during the class