Duration
30h Th
Number of credits
Lecturer
Language(s) of instruction
English language
Organisation and examination
Teaching in the second semester
Schedule
Units courses prerequisite and corequisite
Prerequisite or corequisite units are presented within each program
Learning unit contents
Vision:
The new Today's fast-evolving world leaves ever shorter time for effective marketing adjustment. The new technologies drive marketers to inventiveness to subsist and develop marketing offers with real competitive advantage. This module allies marketing with innovation within a new approach aiming at enabling students to get "out of the box" and find creative solutions within disruptive product launch, opportunities detection, customer experience and product innovation development.
The main goal of this course is to connect Block 2's "Marketing Principles" and marketing operational practice in a creative vision leading to more innovation.
This course is built on Problem-Based Learning. Students learn by actively engaging in a real-world innovative project. There is no teaching of concepts during the class sessions. Students will have to refer to The Principles of Marketing course, and some resources available on lol@ to review or refine their understanding of concepts to be capable of implementing them.
Learning outcomes of the learning unit
Specific goals:
- Considering new creative thinking tools to generate new ideas, products/services
- Looking beyond narrow-minded views of 'known' markets
- Boosting creativity and value creation within the marketing approach
- Analyzing the competitive context
- Conceiving and developing a consistent value proposition and business model
- Fine-tuning the product, price, and brand
- Communicating the product launch
- Using one's imagination and developing an 'out of the box' vision
- Analyzing situations / finding solutions,
- Convincing / Arguing,
- Collaborating
Prerequisite knowledge and skills
'Marketing Principles' (Block 2 course)
Planned learning activities and teaching methods
In keeping with the inventory of required skills, students will broach the following methods:
- Creative problem solving
- Group dynamics & innovative team project
- Self-learning (Genially tool)
- Individual quiz
- Company visit
- Guest speakers
Mode of delivery (face to face, distance learning, hybrid learning)
Face-to-face course
Additional information:
30h
Course materials and recommended or required readings
The MARK8002 course is accessible on the new Lol@ platform (http://lola.hec.ulg.ac.be/), where students find all information regarding the planning of sessions and can access reading portfolios and case studies.
Compulsory readings: Podcasts and scientific articles recommended during the coaching sessions
Complementary readings:
- Hubert Gatignon, David Gotteland, & Christophe Haon, Making Innovation Last: Volume 1 & volume 2, Sustainable Strategies for Long Term Growth (V1 : Chapters 2 & 3, V2 : Chapters 8 to 15).
- Kotler & Keller, Marketing Management, Chapter 2 : Developing Strategies and Plans & Chapter 15 : Introducing new Market Offerings .
- Alexander Osterwalder, Yves Pigneur, Gregory Bernarda, Value Proposition Design: Comment créer les produits et les services que veulent vos clients, Pearson, mai 2015
Exam(s) in session
Any session
- In-person
oral exam
Written work / report
Continuous assessment
Further information:
There will be an individual assessment during each meeting. The goal is to check your knowledge of the concepts shared through the Genially tool.
The team assessment will be qualitative during the semester. The deliverable of each activity must be uploaded on lol@ in due time. Qualitative feedback will provide to the group after each activity. It will not be graded but will help you improve your project development process.
For the first exam session (June), you will be graded based on your individual quizzes, your final pitch, and your peer assessment ratio. The peer assessment is organized at the end of the project on lol@. You will assess your teammates' commitment in the team project. This assessment produces a ratio used as a multiplier of your team grade.
Final Pitch: 12 minutes - to be turned in 3 days before the final presentation date (during the exam session). Please bring your own computer and cables for the presentation.
Content
- Project feasibility
- Project originality
- Structure
- Relevance
- Subject control
- Consistency
- Communication quality
- Attractiveness
- Visual contact with the audience
- Clarity
- Conciseness
- Team spirit
2nd session:
The exam will be an individual paper consisting of a critical analysis of the team project output and experience.
Work placement(s)
Organisational remarks and main changes to the course
Contacts
Please contact the lecturers by email.
Anne-Christine Cadiat accadiat@uliege.be
Claire Gruslin claire.gruslin@uliege.be