Marketing

lecge1213  2021-2022  Louvain-la-Neuve

Marketing
4 credits
30.0 h + 15.0 h
Q1
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
Part 1: The role of marketing in a company Part 2: Strategic marketing - The analysis of buyers' behaviour - Segmentation and selection of target markets - attractiveness analysis - competition analysis - Positioning - choice of development strategies
Aims

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

1 This course is intended to teach students: - the basic concepts of marketing in the field of marketing management. - How to apply marketing analysis in concrete management situations and to a range of sectors of activity
 
Content
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.
Evaluation methods
1/20 point will be awarded for the preparation of all practical exercices (individual preparation, thoughtful and delivered within the allotted time).
1/20 point will be awarded during one of the practical exercice sessions (TP).
18/20 points will be awarded during an individual written exam in session.
This exam will consist of a MCQ, a case study and open questions.
NB: in the event of failure in January, the evaluation relating to the preparation of the practicals and the production of a work during one of the practicals (2/20 points) will be automatically transfered to the September session.
Online resources
Cfr Moodle
Bibliography
LAMBIN JJ, & de MOERLOOSE (2021), Marketing stratégique et opérationnel, 10°ed. Dunod 
Faculty or entity


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

Title of the programme
Sigle
Credits
Prerequisites
Aims
Approfondissement en communication

Bachelor in Economics and Management

Minor in Mangement (basic knowledge)

Minor in Management (ESPO students)