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Marketing [ LLSMG2052 ]


5.0 crédits ECTS  30.0 h   1q 

This biannual course is taught on years 2014-2015, 2016-2017, ...

Teacher(s) Robiéfroid Jean-Pascal ;
Language French
Place
of the course
Louvain-la-Neuve
Aims a) To understand basic marketing concepts, marketing reasoning and tools in marketing management. b) To apply the marketing reasoning, concepts et methods in actual marketing cases (cases, exrcices, articles) c) Develop decisional ability (and group management) in a marketing simulation game.
Content Content The course is based on LAMBIN J.J. et al. (2005) Le Marketing Stratégique. Sixième Edition. Dunod Part I. The role of marketing in the economy 1. Marketing in the economy and in the society. 2. Market driven Management in a discontinuous context Part II. Understanding customer behavior 3. Customer behaviour analysis 4. Customer response behaviour 5. Marketing Information System Part III. Strategic marketing 6. Needs and wishes through segmentation 7. Attractiveness analysis 8. Competitiveness analysis. 9. Setting up themarketing strategy 10. Marketing plan Part IV 11. Product decision process 12. Prices decision process 13. Distribution decision process 14. Communication decision process Methods The course is given weekly.
Other information Evaluation : Class participation and oral examination, in French or English Support : Slides References : Provided during the class
Cycle et année
d'étude
> Master [60] in Management (shift schedule)
Faculty or entity
in charge
> CLSM


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