Actualités et agenda
Nos formations
Établissement
Langue d'enseignement
English
Matières
MARKETING
Responsable(s)
V.PAUWELS DELASSUS, B.CLAUS
Intervenant(s)
SHEN Hang, KELLER JOCHIMS Bruna, CORVOISIER Elen, ARON Sandrine, GRIFFITHS Perrine , PATATDUBOUIS Pascale, HOORNAERT Steven, PAUWELS Véronique, LECLERCQ Thomas, FINK Mitchell, WINTREBERT Laurence, DUCHAUSSOY Valérie, TURAN Claire, REFFET Catherine, MARTE
Présentation
Prérequis
introduction to marketing course
Objectifs
Demonstrate an international mindset (L01.A)
Understand how the analysis of the environment impacts managerial decisions
Understand the core theoretical concepts in Marketing and their application to the real world of industry/practice
Propose creative solutions wihtin an organisation (L03.B)
Define the marketing mix and develop the marketing plan of a new concept
Convey poweful messages and make professional quality oral presentations using contemporary presentation techniques (powerpoint, video, infographie) (L04.C)
Communicate effectively in English (L01.C)
Understand how the analysis of the environment impacts managerial decisions
Understand the core theoretical concepts in Marketing and their application to the real world of industry/practice
Propose creative solutions wihtin an organisation (L03.B)
Define the marketing mix and develop the marketing plan of a new concept
Convey poweful messages and make professional quality oral presentations using contemporary presentation techniques (powerpoint, video, infographie) (L04.C)
Communicate effectively in English (L01.C)
Présentation
The objective of the course is to provide an introduction to some key concepts of marketing and to explain its role as a key determinant in any modern business environment. The strategic dimension of marketing is introduced, as well as decisions made by marketing managers (marketing mix). This course consists of E-learning (online sessions and E-book reading) and interactive sessions where students should develop in group the marketing mix for a new product idea. There is an offline kick-off lecture session that introduces the marketing management course and present a real case study from a company. The online lectures and the interractive sessions are structured in the following way:
- Session 1: analyse of the environment (chap 1 & 2)
- Session 2: understand consumer behavior (chap 3 & 4)
- Session 3: segmentation & Targeting & Positionning (chap 5)
- Session 4: Product (chap 6)
- Session 5: Communication (chap 10 and 11)
- Session 6: Prix and distribution (chap 8 and chap 9)
- Session 7: final session : video – marketing plan
- Session 1: analyse of the environment (chap 1 & 2)
- Session 2: understand consumer behavior (chap 3 & 4)
- Session 3: segmentation & Targeting & Positionning (chap 5)
- Session 4: Product (chap 6)
- Session 5: Communication (chap 10 and 11)
- Session 6: Prix and distribution (chap 8 and chap 9)
- Session 7: final session : video – marketing plan
Modalités
Organisation
| Type | Amount of time | Comment | |
|---|---|---|---|
| Présentiel | |||
| Cours magistral | 1,30 | Course is composed of 1,3 offline lecture + online lectures | |
| Cours interactif | 18,50 | ||
| Travail personnel | |||
| Charge de travail personnel indicative | 12,00 | ||
| Group Project | 25,00 | ||
| Autoformation | |||
| E-Learning | 15,00 | ||
| Lecture du manuel de référence | 15,00 | ||
| Overall student workload | 86,00 | ||
Évaluation
The course uses a mixture of continuous assessment, exams and a project with adequate weightage given to individual work and working in a group
| Control type | Duration | Amount | Weighting |
|---|---|---|---|
| Contrôle continu | |||
| Présentation orale | 0,00 | 0 | 20,00 |
| QCM | 0,00 | 6 | 10,00 |
| Participation | 0,00 | 0 | 10,00 |
| Examen (final) | |||
| Examen écrit | 0,00 | 1 | 30,00 |
| Autres | |||
| Projet Collectif | 0,00 | 1 | 15,00 |
| Rapport écrit | 0,00 | 0 | 15,00 |
| TOTAL | 100,00 | ||
Ressources
Bibliographie
John Fahy & David Jobber, Foundations of Marketing, 5th Edition McGraw-Hill Education (UK) Ltd. -
Ressources Internet
Course Website - please check regularly
E-book with ConnectPLus / smartbook
Ieseg online Marketing management