2023-2024 / MARK0013-1

Value-centered Marketing

Duration

24h Th, 60h AUTR

Number of credits

 Master in management (120 ECTS) (MBA)5 crédits 

Lecturer

Sara Leroi-Werelds

Language(s) of instruction

English language

Organisation and examination

Teaching in the second semester

Schedule

Schedule online

Units courses prerequisite and corequisite

Prerequisite or corequisite units are presented within each program

Learning unit contents

This module focuses on international marketing strategy ... for general managers. Indeed, it is our aim to guide (future) general managers and help them adopt a marketing perspective. Therefore, we emphasize the philosophy of marketing (more than its techniques). We emphasize its terminology (more than its theories). We emphasize the marketing context and hope that future managers adopt a more outside-in perspective. The main point of departure is value-based marketing. The value for the customer is the key point of departure in any marketing strategy and decision.
 Major aspects of the seminar:


  • The changing international marketing environment
  • Value propositions
  • Pricing as a powerful marketing tool
  • Adapting marketing across borders
We mainly teach through examples. We hope to have good interaction and will invite you for a small exercise now and then

Learning outcomes of the learning unit

  • Understanding the role of marketing in the overall strategy and management of a firm/business unit.
  • Having clear notions of the changing global marketing environment.
  • Understanding the principle of value-based marketing and is capable of designing a value proposition and understanding the consequences of a particular value proposition on the business model and marketing management of a firm/product/business unit.
  • Being sensitive to the need of intercultural and international translations of marketing strategies and tactics.

Prerequisite knowledge and skills

Planned learning activities and teaching methods

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

face-to-face

Recommended or required readings

  • Individual paper
  • Permanent evaluation during the session
  • Group assignment

Work placement(s)

Organisational remarks and main changes to the course

The seminar will take place at the Kloster Heidberg in Eupen. It will be organized over a weekend from Friday 5pm until Sunday 1pm.

Contacts

piet.pauwels@uhasselt.be

Association of one or more MOOCs