MARK0012-1

Duration

30h Th

Number of credits

	Master in law, professional focus in economic and social law (Droit économique et social, mineure gestion)	5 crédits
	Master in management, professional focus in general management (H.D.)	5 crédits
	Master in human resource management, professional focus in management (Gestion)	5 crédits
	Extra courses intended for exchange students (Erasmus, ...) (Faculty of social sciences)	5 crédits
	Master in multilingual communication, professional focus in economic and social communication	5 crédits

Lecturer

Anne-Christine Cadiat, Cécile Delcourt, Laurence Dessart

Substitute(s)

Anne-Christine Cadiat, Claire Gruslin

Language(s) of instruction

French language

Organisation and examination

Teaching in the first semester, review in January

Schedule

Schedule online

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
Workshops
Case studies

Ressources

Power point slides
Podcasts
Reference books
Industry and academic articles
Digital content (videos, tutorials, quizzes, etc.)

Mode of delivery (face to face, distance learning, hybrid learning)

Blended learning

Further information:

Hybrid learning

Face-to-face sessions on Saturday mornings during the first semester
Meeting hours
Digital learning

Course materials and recommended or required readings

The course material will be available at :

http://lolahd.hec.ulg.ac.be

Textbook of reference

Livre de base en marketing management: Philip Kotler, Kevin Keller, et al. Marketing Management (2019), 16ème édition. This book exists in French and English. Older editions are suitable too (12-13-14-15ème édition).

Market research books (facultatif)

Giannelloni, J.-L., Vernette E. (2019), Etudes de marché, 5ème 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 )

Continuous assessment

Additional information:

20% of the final grade: continuous assessment through quizzes on lol@
80% of the final grade: Written exam based on the whole material discussed during the class.
-MCQ (+/- 40% of the written exam)
-Open questions (+/- 60% of the written exam)

In addition, you can get an extra bonus point by participating to the virtual escape game.

Work placement(s)

Organisational remarks and main changes to the course

All documents and useful information will be provided through Lola: http://lolahd.hec.ulg.ac.be

Contacts

Professors

Anne-Christine CADIAT: accadiat@uliege.be

Claire Gruslin : Claire.Gruslin@uliege.be

Assistant: Youssra EL MIDAOUI youssra.elmidaoui@uliege.be

Basics of marketing