llsmg2002  2020-2021  Louvain-la-Neuve

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 + 10.0 h
Basic mathematics and statistics knowledge (logarithm, derivates, standard-deviation...), and basic concepts in economy (demand/supply law, elasticity...) are required before starting this course.
Main themes
  1. Marketing in corporate and society
  2. New challenges for marketing
  3. Understanding customer's needs
  4. Analyzing customer's response process
  5. The marketing information system (MIS)
  6. Analyzing customer needs through segmentation
  7. Analyzing market's attractiveness
  8. Analyzing competitiveness on segments
  9. Targeting and positioning
  10. Marketing strategic choices
  11. New products

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

1 Having regard to the LO of the programme, this activity contributes to the development and acquisition of the following LO:
  • 1.1. Look critically
  • 1.2.Decide and act by incorporating ethical and humanistic values
  • 1.3. Decide and act responsibly
  • 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
  • 3.5.Produce implementable solutions
  • 5. Work in intedisciplinary environment
  • 5.1.Understand the inner workings of an organization
  • 6. Teamwork
  • 6.1. Work in a team and integrate... 
  • 7. Apply management topics to its business
  • 7.3. Disseminate rigorous management approach
  • 8. Listening and Communication
  • 8.2. Express a clear and structured message
At the end of this course, the student will be able to:
  • Mastering theoretical concepts and marketing analysis tools
  • Developing the habit of reading the economic news and listening to lectures in light of conceptual learning (case studies from the mainstream press)
  • Developing marketing thinking, using marketing reasoning and tools in a concrete market situation (case studies and business simulation)
  • Developing the decision ability, using marketing reasoning and tools in a concrete market situation (business simulation)
  • Being able to work in team and to consider interpersonal discrepancies (teamwork)
  1. To understand basic marketing concepts, marketing reasoning and tools in marketing management.
  2. To apply the marketing reasoning, concepts et methods in actual marketing cases (cases, exrcices, articles)
  3. To develop decisional ability (and group management) in a marketing simulation game.
The course covers 9 chapters of the reference book LAMBIN et al. (2016) : Ch. 1. Marketing in Business and the Economy, Ch. 3. Customer Needs, Ch. 4. Response Process, Ch. 5 Marketing Information System, Ch. 6. Segmentation, Ch. 7. Attractiveness analysis, Ch. 8. Competitiveness analysis, Ch. 9. Targeting and positioning, Ch. 10. Choosing a strategy

Teaching methods

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

  1. The theoretical course is given two hours weekly (face-to-face or remote depending on the possibilities). Some theoretical concepts are illustrated by case studies and external speaker conferences. During the courses, some exercises and case studies are also proposed; they are sometimes solved during the course.
  2. A market simulation game (Markstrat) played in groups, integrates concepts and application. Two to four hours a week must be forecasted for this work in group.
Evaluation methods

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

Individual exam verifying theoretical knowledge of concepts and ability to apply them (cases, articles...) (70%, during the examen session). This examen may be oral or written.
Group presentation of the simulation games (Markstrat) (30%, at the end of the quarter).
All of them are in French.
Other information
1. The course is given in French. Evaluations are made in French. Passive knowledge of English is necessary for the simulation.

2. This course is part of a full-time day cursus (GEST2M1). Attendance at the lectures is mandatory. It will sometimes be controlled (e.g. during conferences).

3. Markstrat points, acquired by the team at the end of the quarter, may be individualized according to the work of each member of the team. Attendance at all group work sessions, decided within the group, is essential. Non-availability for these activities for non-academically acceptable reasons (e.g. a professional activity) may result in student's de-registration from his / her work group and the scoring of this work. The mark Markstrat obtained is final until the September session because the simulation is not the subject of a second session.

4. Optional activities may be offered (depending on availability): (a) interactive tests and exercises on the Moodle platform of the course (b) MOOC "Discover Marketing" ( / découvrir-le-marketing)

5. The following preliminary knowledge is supposed to be mastered: A good revision of the basic mathematics is useful (standard deviation, derivatives, logarithms ... and weighted average), as well as bases in economics (supply / demand, elasticity, perfect competition , ...) and in finance (difference between turnover and profit, between price and cost, notion of inflation, interest, compound interest ...). Mastery of English (passive), Microsoft Excel (bubble charts creation) and that of Power Point are also prerequisites for the presentation of the Markstrat work.

6. Other modalities are detailed in the “plan de cours”, available on Moodle. Students must imperatively consult them at the beginning of the course.
Online resources code LLSMG2002 (registration before october 1st)
The Moodle site contains e.g. (1) the main slides used during the course (to be completed by personal note) (2) memo to use Markstrat (3)  suggested exercices and case studies (some are previous exam questions) (4) suggested videos, sites ... (5) tests and survey to nurture interaction ...
     LAMBIN, Jean-Jacques, & de MOERLOOSE, Chantal (2016). Le Marketing Stratégique et Opérationnel. 9° éd. Dunod. 
Teaching materials
  • LAMBIN J.J., de MOERLOOSE Ch. (2016) Le Marketing Stratégique et Opérationnel. 9° Edition. Paris, Dunod.
  • Manuel Markstrat et accès (payant) au logiciel. Une bourse est possible.
  • Site Moodle LLSMG2002
Faculty or entity

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

Title of the programme
Master [60] in Management