Duration
8h Th, 60h AUTR
Number of credits
| OpenBordersMBA | 5 crédits |
Lecturer
Language(s) of instruction
English language
Organisation and examination
Teaching in the first semester, review in January
Schedule
Units courses prerequisite and corequisite
Prerequisite or corequisite units are presented within each program
Learning unit contents
This course aims to present the principles of marketing.
More specifically, this course aims to achieve the following objectives:
- Highlight the context and the marketing challenges companies face
- Show the importance of customer orientation
- Present and be able to apply marketing strategy and planning
- Apply the marketing concepts to real business issues
- Tease the sense of observation related to marketing issues
- Provide the necessary tools and process to conduct marketing research
Learning outcomes of the learning unit
The course is divided into 3 parts:
1. Strategic Marketing
2. Market Research
3. Exercises and case studies
Prerequisite knowledge and skills
None
Planned learning activities and teaching methods
Activities
- Lectures with examples
- Discussions and interactions (Q&As)
- Case studies
- Group project
- Digital content (videos, tutorials, quizzes, etc.)
- Power point slides
- Reference books
- Articles
Mode of delivery (face to face, distance learning, hybrid learning)
Distance learning
Course materials and recommended or required readings
The course material will be available at :
http://obmba.hec.uliege.be/
Textbook of reference
Livre de base en marketing management: Philip Kotler, Kevin Keller, et al. Marketing Management (2015), 15ème édition. This book exists in French and English. Older editions are suitable too (12-13-14ème édition).
Market research books
Giannelloni, J.-L., Vernette E. (2015), Etudes de marché, 4ème édition, Vuibert. Older editions are suitable too
or
Malhotra, Naresh et al. (2014), Etudes Marketing, 6ème édition. This book exists in French and English. Older editions are suitable too (4 ou 5th ed).
Exam(s) in session
Any session
- In-person
written exam ( multiple-choice questionnaire, open-ended questions )
- Remote
written exam
Written work / report
Additional information:
40% of the final grade: group work on market research
60% of the final grade: Written exam based on the whole material discussed during the class.
(MCQ)
Please note that both parts of the evaluation need to be passed in order to succeed the course: any failed part will lead to a resit assignment.
Work placement(s)
Organisational remarks and main changes to the course
Contacts
Professor
Laurence DESSART, Ph.D. laurence.dessart@uliege.be
Assistant
Lisa BAIWIR: lisa.baiwir@uliege.be