mgest1220  2018-2019  Mons

5 credits
45.0 h + 20.0 h
Sinigaglia Nadia;

The prerequisite(s) for this Teaching Unit (Unité d’enseignement – UE) for the programmes/courses that offer this Teaching Unit are specified at the end of this sheet.
This course is made up of four main parts.
Part 1 : The new role of marketing
1- Marketing and the market-oriented approach
2- The new challenges of marketing
Part 2 : Understanding the customer behaviour 
1- Understanding customers' needs
2- The analysis of the customer response process
3- The Marketing Information System
Part 3 : The elaboration of the marketing strategy
1- The analysis of customers' needs through segmentation
2- The analysis of the segments' attractiveness
3- The analysis of the segments' competitiveness
4- Targeting and postioning
5- The choice of a marketing strategy
6- New product development
Part 4 : Implementation of the marketing mix 
1- Brand
2- Distribution channels (Place)
3- Price
4- Communication
Teaching methods
Sessions of exercises related to the course, organized in groups
Case studies
Evaluation methods
A written examination organized in January (and September) and focused on the whole content of the course (including lectures and exercises sessions) will account for 80 % of the final grade. The remaining 20 % of the final grade will be based on your active participation to the exercises sessions.
Online resources
The Powerpoint slides are available on Moodle (Student Corner).
- ARMSTRONG G., KOTLER P., LE NAGARD-ASSAYAG E., LARDINOIT T., BUTORI R., DION D. et OBLE F. (2017), Principes de Marketing, 13ème édition, Pearson Education. 
- KOTLER P., KELLER K., et MANCEAU D. (2017), Marketing Management, 15ème édition, Pearson Education.
- LAMBIN J.J., DE MOERLOOSE C. (2016), Marketing stratégique et opérationnel : la démarche marketing dans l'économie numérique, 9ème édition, DUNOD.
Faculty or entity

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

Title of the programme
Bachelor in Information and Communication

Bachelor in Management

Bachelor en Business Engineering

Bachelor in Political Sciences: General

Bachelor in Human and Social Sciences