linge1321  2021-2022  Louvain-la-Neuve

5 credits
30.0 h + 15.0 h

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

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).
The course covers 11 chapters of the reference book (Lambin & de Moerloose, 2021) : Ch. 1. Marketing in the Economy, Ch. 3. Understanding the Customer, Ch. 4. Buyer's Behavior, Ch. 6. Segmentation, Ch. 7. Attractiveness Analysis, Ch. 8. Competitiveness Analysis, Ch. 9. Targeting and Positioning, Ch. 12. Brand, Ch. 13. Distribution, Ch. 14. Price, Ch. . Communication
Teaching methods
Each face-to-face course will be preceded by an independent reading of a chapter.
The student must respond to weekly tests posted on Moodle which verify his understanding of the chapter seen and his anticipated reading of the next chapter.
The theoretical course includes some lectures from professionals (and / or videos) whose content is part of the exam material
Practical teamwork will be supported by tutoring sessions.
Evaluation methods
3 evaluation parts:
1. Continuous work during the year on Moodle (weekly tests will be offered: intended to promote regular work, they will close as the weeks go by) (10%)
2. Group work (40%) (for these two parts, the mark obtained at the end of the course will be final. There will be no possibility to redo the work in the second session)
3. An individual examination (50%)
Other information
Some specific conditions apply to "repeating students". See Moodle (as they already know this place)
Online resources     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.
LAMBIN, Jean-Jacques, & de MOERLOOSE, Chantal (2021). Le Marketing Stratégique et Opérationnel. 10° éd. Dunod.
Teaching materials
  • LAMBIN J.J., de MOERLOOSE Ch. (2021) Le Marketing Stratégique et Opérationnel. 10° Edition. Malakoff, Dunod.
Faculty or entity

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

Title of the programme
Bachelor : Business Engineering

Minor in Management (ESPO students)