Marketing

Teacher(s)

Kervyn Nicolas;

Language

French

Main themes

Content

This introductory marketing course enables students to understand how a marketing orientation enhances a company's performance in the design and market launch of its products.

The course places primary emphasis on strategic marketing. Strategic marketing topics include consumer needs analysis, segmentation, analysis of segment attractiveness and competitiveness, targeting, and product positioning. Operational marketing covers the concepts of product, brand, price, distribution, and communication.

Students will develop marketing reasoning based on a rigorous approach applied to real-world business management situations (working on actual case studies discussed during practical sessions).

Evaluation methods

This course is taught in french.  Please consult the french version of the course description.

Other information

1. The course is given in French. Assessments as well. 
2. This course is part of a full-time daytime degree (GEST2M1). Attendance at class is mandatory, it will sometimes be checked (eg during conferences).

Bibliography

Lambin, J. J., de Moerloose, C., & Kervyn N. (2025). Marketing stratégique et opérationnel (11ème édition). dunod.
 Kotler, P., Keller, K. L., Manceau D., Hemonnet-goujot A. (2022). Gestion du marketing 16e édition Pearson Education Ltd.

Teaching materials

• Site Moodle LLSMG2002

Faculty or entity

> CLSM