UCL - Advanced Marketing

[LSMS2102]

[30h] 5 credits

Teacher(s): Valérie Swaen

Language: English

Level: Second

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

Aims

The objective of this course is to get a deep understanding of the strategic and operational marketing concepts covered in the first basic marketing course. Students will have to apply these different concepts in the development of business cases in varied market sectors. They will be able at the end of the course to develop on their own a full strategic and operational marketing plan of a brand.

Main themes

Students will apply the concepts of marketing audit, segmentation and positioning. They will translate these strategic choices in the development of the marketing mix. Cases studies as well as a computer game will be proposed to the students.

Content and teaching methods

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

Methods
In-class activities
X Lectures
X Exercices/PT
X Problem based learning
X role playing/simulation
At home activities
X Readings to prepare the lecture
X Exercices to prepare the lecture
X Paper work
X 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
X conference
X case study
X corporate guest

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