UCL - Marketing stratégique avancé

[LSMS2002]

[30h] 5 credits

This course is taught in the 1st semester.

Teacher(s): YVES CARBONNELLE(supplée Isabelle Schuiling), VINCENT CRABBE(supplée Isabelle Schuiling), Isabelle Schuiling

Language: French

Level: Second

Aims
Main themes
Content and teaching methods
Other information (prerequisite, evaluation (assessment methods), course materials recommended readings, ...)

Aims

After a " basic marketing course " based on concept understanding and market situation analysis competences, students must be able to develop their decision-taking ability and to evaluate the risk taken.

Main themes

Students must apply their know-how by taking concrete decisions et justifying them. They will write a coherent marketing plan showing their strategic decisions, their justification and their operational decisions as well as their control. A corporate game is forecasted.
Themes :
Analysis, strategic choice, operational decision, planification, control

Content and teaching methods

Summary
" Summary and content " see " scope " above and " methods " see " methods " below
Content
See "scope" above

Methods
In-class activities
- Lectures
- Exercices/PT
- Problem based learning
- role playing/simulation

At home activities
- Readings to prepare the lecture
- Exercices to prepare the lecture
- Paper work
- Students presentation

Other information (prerequisite, evaluation (assessment methods), course materials recommended readings, ...)

Prerequisites Basic Marketing
Evaluation : Examination and team presentation
Support : Textbook recommended and slides & cases provided through iCampus
References : Provided during the class
Pedagogic team : Professor's weekly open door
Other : -

Corporate features
- conference
- case study

Techniques and tools for teaching and learning
- IT tools
- simulation