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
30.0 h + 15.0 h
Q2
Teacher(s)
De Moerloose Chantal;
Language
French
Prerequisites
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.
Main themes
The course has three main components:
Part 1: Introduction
The development of marketing, client motivation, the buying process, marketing information systems Part 2 : strategic marketing
market segment analysis, market appeal analysis, competition analysis, balancing a portfolio of products, choosing a strategy, new product development
Part 3 : Operational marketing:
The product, distribution, price, communication
Aims
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). |
Content
Part 1 Introduction : Marketing in the economy, understanding the customer, buyer's behavior, marketing information; Part 2 Strategic marketing : segmentation, attractiveness analysis, competitiveness analysis, tageting and positonning; Part 3 Operational marketing : brand, distribution, proce, communication
Teaching methods
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 examThe applied team work is supported by exercices sessions
Evaluation methods
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
Other information
Some specific conditions apply to "repeating students". See Moodle (as they already know this place)
Online resources
https://moodleucl.uclouvain.be/ code LINGE1321
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.
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.
Bibliography
LAMBIN, Jean-Jacques, & de MOERLOOSE, Chantal (2021). Le Marketing Stratégique et Opérationnel. 10° éd. Dunod.
Teaching materials
- LAMBIN, Jean-Jacques, & de MOERLOOSE, Chantal (2021). Le Marketing Stratégique et Opérationnel. 10° éd. Dunod. (à paraître)
Faculty or entity
ESPO
