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| GEST0233-1 | Marketing : Concepts and Decision Making
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| Duration : | 45h Th |
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| Number of credits : |
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| Lecturer : | Céline Brandt |
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Language(s) of instruction :
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| English language |
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Course contents :
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| Marketing is the dynamic and exciting function that links a society's needs and production activities, thereby enabling businesses to meet the challenges that they face. And its role in modern business continues to increase.
This course provides a marketing decision-making perspective to students, as today's students are tomorrow's practicing managers. It covers the essential areas of the marketing discipline, dealing with those concepts that students should master in order to make effective Product, Pricing, Promotion, and Distribution & Salesforce decisions.
Before making those operational decisions students should be familiar with analyzing marketing opportunities and developing market strategies. |
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Learning outcomes of the course :
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| The course is divided into 5 parts:
- Part 1 :Understanding Marketing Management.
- Part 2: Analyzing Marketing Opportunities.
- Part 3: Developing Market Strategies.
- Part 4: Shaping the Market Offering.
- Part 5: Managing & Delivering Marketing Programs. These are also the main topics for the lectures.
Marketing decision-making skills will be practiced and acquired through the simulation game Markstrat®. This simulation is designed to get a practical insight into the marketing concepts and to create market-focused strategies. It incorporates theories of market and competitive behavior.
Students are grouped into teams that are in direct competition in the simulated world. The teams will confront marketing problems, and develop and implement strategies over several simulated years.
In order to illustrate this course's theoretical concepts, students will also have to work on a practical question and present the results during class (one question per group) |
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Prerequisites and co-requisites/ Recommended optional programme components :
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| None |
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Planned learning activities and teaching methods :
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| Assignment question (oral presentation) & Markstrat Game (participation + written report) |
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Mode of delivery (face-to-face ; distance-learning) :
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| Interactive course with illustrations and examples
Time distribution:
- Lectures: 21 hours
- Guest speakers: 5 hours
- Markstrat game: 30 hours
- Markstrat report: 10 hours
- Assignment question: 12 hours
- Final Exam: 42 hours
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Recommended or required readings :
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| Relevant course material will be made available online after the sessions: http://lola.hec.ulg.ac.be/
OBLIGATORY TEXTBOOK
Marketing Management, 13/E
Philip Kotler, Northwestern University
Kevin Keller, Dartmouth College
ISBN-10: 0136009980
ISBN-13: 9780136009986
Markstrat student Handbook & Markstrat ID |
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Assessment methods and criteria :
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| Your course grade will be determined by a Final Written Exam (60%), your team's performance in the Markstrat simulation (30%) and your oral presentation on the assignment question (10%). |
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Contacts :
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| Lecturer:
Céline BRANDT
Ph.D in Marketing and Teaching Assistant
Tel.: +32 (0)4 366 46 95
Office: II.15
E-mail: Celine.Brandt@ulg.ac.be |
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