Marketing
[INGE1321]
[30h + 15h] 5 credits
This course is taught in the 2d semester.
Teacher(s): Chantal de Moerloose
Language: French
Level: First
Aims
a) to help students understand the basic concepts involved in marketing, marketing thinking and the analytical tools used in marketing management.
b) To apply the marketing way of thinking and its associated concepts and methods to concrete management situations.
c) to develop students' decision-making capabilities (and organisation of group work) through a computer simulation (Markstrat).
Main themes
Part 1: Introduction
The development of marketing, client motivation, the buying process, marketing information systems Part 2 : strategic marketing
market segment analysis, market appeal analysis, competition analysis, balancing a portfolio of products, choosing a strategy, new product development
Part 3 : Operational marketing:
The product, distribution, price, communication