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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