Marketing [ LECGE1213 ]
4.0 crédits ECTS
30.0 h + 15.0 h
1q
| Teacher(s) |
Jeandrain Anne-Cécile (compensates Schuiling Isabelle) ;
Schuiling Isabelle ;
|
| Language |
French
|
Place
of the course |
Louvain-la-Neuve
|
| 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
|
| 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
|
| Content |
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 |
Reference book: Lambin J.J., Chumpitaz R., de Moerloose Ch. (2005), Marketing stratégique et opérationnel, 6e ed., Dunod
Syllabus available at DUC
|
Cycle et année
d'étude |
> Master [120] in History
> Bachelor in Engineering
> Bachelor in Law
> Bachelor in Ancient and Modern Languages and Literatures
> Bachelor in Information and Communication
> Bachelor in Philosophy
> Bachelor in Engineering : Architecture
> Bachelor in Ancient languages and Literatures : Classics
> Bachelor in Modern Languages and Literatures: German, Dutch and English
> Bachelor in Psychology and Education: General
> Bachelor in Motor skills : General
> Bachelor in French and Romance Languages and Literatures : General
> Bachelor in Human and Social Sciences
> Bachelor in Modern Languages and Literatures : General
> Bachelor in Sociology and Anthropology
> Bachelor in Political Sciences: General
> Bachelor in History of Art and Archaeology : General
> Bachelor in Ancient Languages and Literatures: Oriental Studies
> Bachelor in Mathematics
> Bachelor in History
> Bachelor in Biomedicine
> Bachelor in Pharmacy
> Master [120] in Information and Communication Science and Technology
> Preparatory year for Master in Management
> Bachelor in Economics and Management
> Bachelor in Computer Science
> Preparatory year for Master in Human Resources Management
|
Faculty or entity
in charge |
> ESPO
|
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