Study Programmes 2015-2016
Strategic Marketing
Duration :
30h Th
Number of credits :
Master degree in Management5
Master degree in Management, professional focus in Law5
Master degree in Management5
Master degree in Business Engineering5
Master degree in Management5
Lecturer :
Zelal Ates, Anne-Christine   Cadiat, Cécile Delcourt, Michael Ghilissen, Jean Tondeur
Coordinator :
Jean Tondeur
Language(s) of instruction :
English language
Organisation and examination :
Teaching in the first semester, review in January
Units courses prerequisite and corequisite :
Prerequisite or corequisite units are presented within each program
Course contents :
Refer to the course objectives and learning activities.
Learning outcomes of the course :
At the end of the seminar you will be able to:
  • Understand and apply key strategic marketing concepts such as segmentation, targeting, and positioning.
  • Identify and analyze current marketing issues
  • Become familiar with the most important manager's responsibility: decision-making 
This course contributes to the following Intended Key Learning Outcomes (IKLO):
  • IKLO-2: Gaining the knowledge and understanding of one of the proposed fields of concentration or to gain deep knowledge in the field of the management being already specialized thru a first University Master Degree. 
  • IKLO-5: Integrate autonomously researched information, tools, knowledge and context to build and propose, either individually or as part of a team, original, creative and viable solutions to concrete complex management problems, whether real or simulated, taking into account, when necessary, the human, social and legal context.
  • IKLO-6: Ability to speak 2 foreign languages: C1 in English and B2 in one other language.
  • IKLO-7: Being capable of professional team work 
  • IKLO-8: Developing leadership 
  • IKLO-9: Developing a critical sense (arguing)
  • IKLO-10: Developing a transversal, global vision 
  • IKLO-11: Creative conception of solutions 
  • IKLO-12: Professional capacity for oral communication
  • IKLO-13: Professional capacity for written communication
Prerequisite knowledge and skills :
The students are required to participate actively during the group sessions. Accordingly, they need a good level in spoken and written English or French.
Each student should have followed at least one course of Basics in Marketing covering the following concepts:
  • Customer Value, Satisfaction, and Loyalty
  • Analyzing Consumer Markets
  • Identifying Market Segments and Targets
  • Crafting the Brand Positioning
  • Dealing with Competition
To assess your knowledge of the basic concepts in marketing, a theoretical examination (MCQ test) will be hold during the 'Introduction session' (October 15 - room 050 at N1, from 1:30 to 4:30PM). In order to prepare, you have to carefully read and understand the following chapters of Kotler et al. (2011), Marketing Management, 14th European Edition:

  • Chapter 3. Gathering Information and Scanning the Environment
  • Chapter 4. Conducting Marketing Research and Forecasting on Demand
  • Chapter 5. Creating Long-term Loyalty Relationships
  • Chapter 6. Analyzing Consumer Markets
  • Chapter 7. Analyzing Business Markets
  • Chapter 8. Identifying Market Segments and Targets
  • Chapter 10. Crafting the Brand Position
  • Chapter 11. Competitive Dynamics
Planned learning activities and teaching methods :
The teaching methods consist in personal readings, and case studies.
Personal reading: It is deeply recommended to read the chapters of Kotler's et al. book mentioned for every business case.
Case study: Before every session: In line with IKLO-5, you have to read, analyze, and solve the business case individually. To help you to prepare the business case, you should use personal readings (i.e., chapters of Kotler's et al. book) as they provide you with useful information for solving the case. It is required to apply the concepts and models from the book to the business case. In addition, each group will have to prepare the business case and upload on Lola (assignment section): (i) a 1500-word document, and (ii) a 3-slide PowerPoint presentation two days prior to the lecture. We expect you to answer the following questions:
  • Which problem(s) did you identify in the case?
  • Which methods or models did you use to make your analysis and diagnosis?
  • Give reasons, cite evidence, and explain your choices! (IKLO-9, -10, & -11)
During the session: The lecturers are free to choose randomly one group for presentation (IKLO-6, -12). In addition, each subgroup will receive specific questions to answer (IKLO-7 & -8). Each subgroup is required to share ideas, and to write down its answers on a PowerPoint slide or a sheet of paper. The lecturer will be available to answer the specific questions of each subgroup. Then, the lecturer will animate the session, which means that s/he will ask some subgroups to present their answers. The lecturer's role is to challenge the students' answers and facilitate learning. Please, be aware that the lecturer may question every student at any moment during the session. Therefore, a strong preliminary individual work is required. Only well-prepared students will have time to answer the questions during the session.
Mode of delivery (face-to-face ; distance-learning) :
All lectures will be face-to-face. Note that students have to prepare the business cases ahead. To do so, personal readings and self-learning about marketing concepts and models are highly recommended
Recommended or required readings :
Required readings:
  • The business cases are available at the "Centrale des Cours", starting from mid-October.
  • Kotler et al. (2011), Marketing Management, 14th European Edition (copies are available at the library of HEC-ULg).
Assessment methods and criteria :
Assessment elements:
Individual evaluation (60%): The quiz related to the basic concepts of marketing (evaluation #1) and the final written exam (evaluation #4)
Group evaluation (40%): The quality of your preparation ahead of the lecture (evaluation #2).
Active participation (bonus) during the lectures (evaluation #3)
It is important to participate to all sessions. If you are not present to a session, you will get a 0/20 for your session participation.
Assessment criteria:
  • Understanding of marketing concepts (IKLO-2);
  • Congruent application of marketing concepts (IKLO-5);
  • Critical attitude (IKLO-9);
  • Analytical mind (IKLO-5, -10);
  • The rigour, concision and depth of your analysis (IKLO-5, -9, -10);
  • The congruence and creativity of your decisions (IKLO-11).
Work placement(s) :
Organizational remarks :
(See the document available on Lola for all guidelines related to the organization of the seminar)
Final exam
First session - January:
The Strategic Marketing examination in January will be a written individual exam (evaluation #4) with essay questions about a business case. The date of the examination is not yet determined (check the announcements on Lol@).
Two new business cases will be made available about two weeks prior to the exam date. We expect students to carefully prepare both cases in the same way we did it for the classes. On the day of the exam, students will get one questionnaire with questions about one single business case, out of two.
How to get prepared for the final exam?

  • Carefully review the relevant chapters of Kotler's et al. textbook, Marketing Management. On one hand, refer to the chapters you had to revise for the Quiz. On the other hand, it is up to you to identify which additional chapters you should revise according to the business cases topics.
  • The exam questions will be of the same style as the ones we discussed during the classes, as appropriate to the new business cases environment. Do review these discussions.
Second session - August-September:
The examination in second session is an oral individual business case presentation. The examination will last 25 minutes: a 10-minute individual presentation in front of the jury, and 15 minutes of Q&A. Similar to the first session, two new business cases will be made available about two weeks prior to the exam date.
We expect students to prepare both business cases and to upload on Lol@ two days prior to the exam date: (i) one 8-page PDF document on Lol@ including the preparation of the cases (4 pages per case; written in Times New Roman, 12, with single space lines and 2.5 cm margins), and (ii) a ten-slide PowerPoint presentation (5 slides per case).
On the day of the exam, the jury will randomly choose one business case (out of two). You will then have the opportunity to present your analysis of this particular case, before answering the questions of the jury. Both the preparation and the oral defense will be evaluated (see the assessment criteria).
Contacts :
Coordinator and contact person:
  • Hazée Simon ( Shall you have any questions with regard to the seminar, please do contact the coordinator first.