This biannual learning unit is being organized in 2018-2019
Kervyn de Meerendré Nicolas;
Introduction to political economy and accounting
a) To be familiarised with the basic marketing concepts, and the analysis Tools in the marketing management. b) To develop the marketing way of thinkink. c) To be able to apply this way of thinking and marketing methods into actual management situations. d) i- Analysis of the demand (needs, products, buying behaviour, buying process, ii- Startegic marketing (segementation, attractiveness, product life cycle, competitiveness).
At the end of this learning unit, the student is able to :
|1||Having regard to the LO of the programme X, this activity contributes to the development and acquisition of the following LO:
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”.
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.
Individual exam in session
LAMBIN JJ, CHUMPITAZ R, de MOERLOOSE (2016), Marketing stratégique et opérationnel, 9°ed. Dunod
Faculty or entity
Title of the programme
Master  in Management (shift schedule)