mgest1220  2020-2021  Mons

Due to the COVID-19 crisis, the information below is subject to change, in particular that concerning the teaching mode (presential, distance or in a comodal or hybrid format).
5 credits
45.0 h + 20.0 h
Sinigaglia Nadia;

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

1 Competencies
Given the « competencies referential » linked to the LSM Bachelor in Sciences de Gestion et in Ingéniorat de Gestion, this course mainly develops the following competencies:
  • 2. Knowledge and reasoning
Learning outcomes
At the end of this course, the student will be able to master the fundamental concepts of both strategic and operational marketing.
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

Due to the COVID-19 crisis, the information in this section is particularly likely to change.

Sessions of exercises related to the course
Evaluation methods

Due to the COVID-19 crisis, the information in this section is particularly likely to change.

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.
In case the student fails the course, only the "written exam" part can be improved (the grade linked to the participation to the exercises sessions can not be improved).
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. (2019), Principes de Marketing, 14ème édition, Pearson Education. 
- KOTLER P., KELLER K., MANCEAU D., et HEMONNET A. (2019), Marketing Management, 16ème 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 : Business Engineering

Bachelor in Human and Social Sciences