Marketing

Note from June 29, 2020
Although we do not yet know how long the social distancing related to the Covid-19 pandemic will last, and regardless of the changes that had to be made in the evaluation of the June 2020 session in relation to what is provided for in this learning unit description, new learnig unit evaluation methods may still be adopted by the teachers; details of these methods have been - or will be - communicated to the students by the teachers, as soon as possible.

5 credits

30.0 h

This biannual learning unit is not being organized in 2019-2020 !

Teacher(s)

Kervyn de Meerendré Nicolas;

Language

French

Prerequisites

Introduction to political economy and accounting

Main themes

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).

Aims

At the end of this learning unit, the student is able to :

Having regard to the LO of the programme X, this activity contributes to the development and acquisition of the following LO:

1. Corporate citizenship 1.1. 'Look critically ' 1.2.Decide and act by incorporating ethical and humanistic values ,' 1.3. Decide and act responsibly ' 2. Combine knowledge 2.1. Master a core knowledge.. 2.3. Articulate the acquired knowledge from different areas of management 2.4. Articulate management knowledge with other areas ' 2.5. Articulate and apply the acquired knowledge ' 3. A scientific and pragmatic approach 3.1. Conduct an analytical reasoning ' 3.3.Consider problems using a pragmatic approach , ' 3.4. Perceptively synthesize 'diagnosis ' 5. Work in intedisciplinary environment 5.1.Understand the inner workings of an organization ' 5.2.Position ... the functioning of an organization, in its ...socio-economic dimensions' 7.Apply management topics to its business 7.1. Integrate the 6 management topics .. in its actiivity, project' 7.2. Clearly define the aims of its activity '

At the end of this course, the student will be able to:

- Understanding of basic todays marketing concepts, the marketing way of thinking, the analysis tools in the marketing management- THe role of marketing in the company, in the economy and in the society as a whole- Buyers and consumers: Market segmentation attractiveness and competitivity of the various market segments- Marketing strategies: Basic and competition- Stting up a startegic marketing plan- Discovering the 4 P s (Product, Price, Placement, Promotion)

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”.

Content

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.

Teaching methods

Ex cathedra

Evaluation methods

Individual exam in session

Online resources

Cfr Moodle

Bibliography

LAMBIN JJ, CHUMPITAZ R, de MOERLOOSE (2016), Marketing stratégique et opérationnel, 9°ed. Dunod

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)

GEHD2M1