[mgehc1316]

6 credits

30.0 h + 10.0 h

Teacher(s)

Kervyn de Meerendré Nicolas; Lambert Nicolas;

Language

French

Main themes

1. The role of marketing in the company and in general
2. Understanding the behavior of customers
2.1. Needs and Motivation
2.2. Customer' response process
2.3. Marketing Information System
3. Key concepts in strategic Demand analysis
3.1. Marketing segmentation
3.2. Targeting and Positioning
3.3. Products life cycle and New Products
4. The Product and the Brand
5. Retailing
6. The Price in Marketing
7. Marketing communication
8. Ethical issues and social responsability of marketers

Aims

At the end of this learning unit, the student is able to :
1	On completion of this course students will be able to: Describe the role of marketing in the company and in the environment Define, describe and develop the key concepts in Strategic Marketing with an emphasis on segmentation and product life cycle Chronologically distinguish the steps in the set up of an experiment Decompose the marketing strategy into product, price, retail and communication decisions Integrate price, products, retail and communication decisions identifying their importance and their respective roles. Assess the societal impact and the ethical issues in any marketing decision.

The contribution of this Teaching Unit to the development and command of the skills and learning outcomes of the programme(s) can be accessed at the end of this sheet, in the section entitled “Programmes/courses offering this Teaching Unit”.

Faculty or entity

CLSM

Programmes / formations proposant cette unité d'enseignement (UE)

Title of the programme

Sigle

Credits

Prerequisites

Aims

Master [60] in Management (shift schedule)

GEHC2M1