UCL - Marketing

[ECGE1213]

[30h + 15h] 4 credits

This course is taught in the 1st semester.

Teacher(s): Isabelle Schuiling

Language: French

Level: First

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

Aims

This course is intended to teach students:
- the basic concepts of marketing in the field of marketing management.
- How to apply marketing analysis in concrete management situations and to a range of sectors of activity

Main themes

Part 1: The role of marketing in a company
Part 2: Strategic marketing
- The analysis of buyers' behaviour
- Segmentation and selection of target markets
- attractiveness analysis
- competition analysis
- Positioning
- choice of development strategies

Content and teaching methods

What the introductory course in marketing will bring the students to understand how a direction marketing al-lows the company being more efficient in the design and the marketing of its products. The course will put more emphasis on the strategic marketing that on the operational marketing. The strategic marketing will ad-dress the themes of the analysis of needs and behavior of consumers, the segmentation, analysis d'attractivité and competitiveness of markets, of targeting and positioning of the product. The operational marketing will cover the concepts of product, brand, price, distribution and communication.

Some exercises will be discussed during and will require an active presence of students.

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

Reference book: Lambin J.J., Chumpitaz R., de Moerloose Ch. (2005), Marketing stratégique et opérationnel, 6e ed., Dunod
Syllabus available at DUC