Marketing

mgest1108  2022-2023  Mons

Marketing
6.00 credits
45.0 h + 20.0 h
Q2
Teacher(s)
Sinigaglia Nadia;
Language
French
Main themes
The topics covered in the Marketing course are:
  • Marketing today:
    • The evolution of the role and contribution of marketing in the economy and in business.
    • The new realities of marketing (big data and artificial intelligence, environmental concerns and responsible consumption, new possibilities for consumers and companies, distribution networks 4.0, social network marketing, collaborative marketing, socially responsible marketing).
  • Understanding the customer and his needs (understanding consumer behavior, understanding business-to-business markets, building a marketing intelligence system through the identification, collection and analysis of market insights, market studies and data marketing).
  • From the attractiveness and competitiveness analysis process within the identified market segments, to the construction of the marketing strategy: how does digital influence marketing strategies?
  • Implementation of the marketing strategy through operational marketing: new products, brand, distribution, price and communication.
Learning outcomes

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

1 Given the « competencies referential » linked to the LSM Bachelor in Management and Business Engineering, this course mainly develops the following competencies:
  • 2. Acquire a knowledge base: Actively acquire a knowledge base in different subjects (management, human science, economics, law, quantitative methods) that are essential for analysing issues in the various fields of management.
  • 3. Apply a scientific approach: Use a scientific approach to analyse concrete management problems and situations.
  • 6. Become a team player: Become a team member and player.
  • 7. Manage a project: Organise and complete a project, taking into account the pre-defined objectives and the constraints of the project environment.
At the end of the class, the student will be able to:
  • master the fundamental concepts of both strategic and operational marketing;
  • apply the fundamental concepts taught in case studies and/or exercises;
  • adapt its thinking to different contexts (commercial or non-profit companies, sustainable contexts, etc.);
  • analyze the marketing strategy implemented by a company/organization on the basis of secondary data.
 
Content
This course is made up of four main parts.
Part 1 : The fundamentals of marketing
1- Marketing in the economy
2- The new challenges of marketing
Part 2 : Understanding the customer behaviour 
1- Understanding customers' needs
2- Understanding buyer's behavior
3- The Marketing Information System
Part 3 : Strategic marketing
1- The analysis of customers' needs through segmentation
2- The analysis of the segments' attractiveness
3- The analysis of the segments' competitiveness
4- Targeting and postioning
5- The choice of a marketing strategy
6- New product development
Part 4 : Operational marketing 
1- Brand
2- Distribution channels (Place)
3- Price
4- Communication
Teaching methods
Lectures
Sessions of exercises related to the course
Evaluation methods
In this course, student evaluation will be determined by two parts:
  • a written exam within session (open questions and exercises), focusing on the whole content of the course (including lectures and exercises sessions), which will account for 80% of the final grade.
  • the active participation to the exercises sessions (including the completion of a team work) will also be assessed, which will account for the remaining 20% of the final grade.
In case the student fails the course, only the "written exam" part can be improved (the grade linked to the active participation to the exercises sessions remains unchanged for all exam sessions of the current academic year).
Online resources
The Powerpoint slides are available on Moodle (Student Corner).
Bibliography
- ARMSTRONG G., KOTLER P., LE NAGARD-ASSAYAG E., BUTORI R., DION D., LARDINOIT T. et OBLE F. (2019), Principes de Marketing, 14ème édition, Pearson Education. 
- KOTLER P., KELLER K., MANCEAU D., et HEMONNET A. (2019), Marketing Management, 16ème édition, Pearson Education.
- LAMBIN J.J., DE MOERLOOSE C. (2021), Marketing stratégique et opérationnel : la démarche marketing dans une perspective responsable, 10ème édition, DUNOD.
Faculty or entity
CLSM


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

Title of the programme
Sigle
Credits
Prerequisites
Learning outcomes
Bachelor : Business Engineering
INGM1BA
6
Master [120] in Chemical and Materials Engineering
KIMA2M
6
Master [120] in Civil Engineering
GCE2M
6
Master [120] in Biomedical Engineering
GBIO2M
6
Bachelor in Human and Social Sciences
HUSM1BA
5
Master [120] in Mechanical Engineering
MECA2M
6
Master [120] in Electrical Engineering
ELEC2M
6
Master [120] in Physical Engineering
FYAP2M
6
Master [120] in Computer Science and Engineering
INFO2M
6
Bachelor in Information and Communication
COMM1BA
5
Master [120] in Computer Science
SINF2M
6
Bachelor in Management
GESM1BA
6
Master [120] in Electro-mechanical Engineering
ELME2M
6
Master [120] in Mathematical Engineering
MAP2M
6
Master [120] in Data Science Engineering
DATE2M
6
Master [120] in Data Science: Information Technology
DATI2M
6