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.
At the end of this learning unit, the student is able to :
|1||This course has a number of objectives a) to help students understand the basic concepts involved in marketing, marketing thinking and the analytical tools used in marketing management. b) To apply the marketing way of thinking and its associated concepts and methods to concrete management situations. c) to develop students' decision-making capabilities (and organisation of group work) through a computer simulation (Markstrat).|
Due to the COVID-19 crisis, the information in this section is particularly likely to change.Classical course including some conferences (and/or video) included in the content for the exam
The applied team work is supported by exercices sessions
Due to the COVID-19 crisis, the information in this section is particularly likely to change.3 sources of grading :
1. Continuous work (weekly test in Moodle, the grade acquired at the end of the course is definitive, ther is no second session for this part)
2. Team (the grade acquired at the end of may is definitive, there is no second session for this part)
3. Individual exam
The site contains all the detailed organizational information, copies of the main transparencies used during the course, exercise files (sometimes with old exam questions), tests, ... Students must register before the end of the first week of classes and check it regularly.
- LAMBIN, Jean-Jacques, & de MOERLOOSE, Chantal (2021). Le Marketing Stratégique et Opérationnel. 10° éd. Dunod. (à paraître)