mgehd1316  2019-2020  Mons

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.
6 credits
30.0 h + 10.0 h
Main themes
1. The role of marketing in the company and in general
2. Understanding the behavior of customers
2.1. Needs and Motivation
2.2. Customer' response process
2.3. Marketing Information System
3. Key concepts in strategic Demand analysis
3.1. Marketing segmentation
3.2. Targeting and Positioning
3.3. Products life cycle and New Products
4. The Product and the Brand
5. Retailing
6. The Price in Marketing
7. Marketing communication
8. Ethical issues and social responsability of marketers

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


On completion of this course students will be able to:
Describe the role of marketing in the company and in the
Define, describe and develop the key concepts in Strategic
Marketing with an emphasis on segmentation and product
life cycle
Chronologically distinguish the steps in the set up of an
Decompose the marketing strategy into product, price,
retail and communication decisions
Integrate price, products, retail and communication
decisions identifying their importance and their respective
Assess the societal impact and the ethical issues in any
marketing decision.


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.
Teaching methods
Ex cathedra
Evaluation methods
Examen individuel en session
Online resources
Cfr Student Corner
Faculty or entity

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

Title of the programme
Master [120] in Management (shift schedule)

Master [60] in Management (shift schedule)