University of Liege | Version française
Academic year 2014-2015Value date : 1/10/2014
Version 2013-2014
MARK0781-2  Strategic Marketing

Duration :  30h Th
Number of credits :  
Master in Management Sciences, in-depth approach, 1st year5
Master degree in Management, didactic approach, 1st year5
Master degree in Management, professional focus in Banking and Asset Management, 1st year5
Master degree in Business Engineering, professional focus in Performance Management and Control, 1st year5
Master en sciences de gestion, à finalité spécialisée en droit et gestion, 2nd year5
Master en sciences de gestion à finalité spécialisée en digital marketing and sales management, 1st year5
Master degree in Management, professional focus in Law, 1st year5
Master degree in Business Engineering, professional focus in Financial Engineering, 1st year5
Master degree in Management, professional focus in Entrepreneurship, 1st year5
Master degree in Management, professional focus in Financial Analysis and Audit, 1st year5
Master in Management Sciences, professional Focus, 1st year5
Master degree in Management, professional focus in Human Management and Organization, 1st year5
Master in Management Engineering, professional Focus, 1st year5
Master degree in Business Engineering, professional focus in Intrapreneurship, 1st year5
Master degree in Management, professional focus in Management, 1st year5
Master en sciences de gestion, à finalité spécialisée en marketing and strategic intelligence, 1st year5
Master degree in Business Engineering, professional focus in Modelisation and Technologies, 1st year5
Master degree in Management, professional focus in Social Entreprise Management, 1st year5
Master degree in Management, professional focus in Strategic Intelligence and Marketing, 1st year5
Master degree in Business Engineering, professional focus in Supply Chain Management, 1st year5
Master degree in Business Engineering, professional focusin Performance Management Systems, 1st year5
Master degree in Management5
Lecturer :  Zelal Ates, Cécile Delcourt, Jean Tondeur
Coordinator :  Jean Tondeur
Language(s) of instruction :  
English language
Course contents :  
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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.
- Analyse current marketing issues
- Become familiar with the most important manager's responsibility: decision-making   
This course contributes to the following Intended Learning Outcomes :
 
ILO-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 . 
 
ILO-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.
 
ILO-6 : Ability to speak 2 foreign languages: C1 in English and B2 in one other language.
 
ILO-7 : Being capable of professional team work 
 
ILO-8 : Developing leadership 
 
ILO-9 : Developing a critical sense (arguing)
 
ILO-10 : Developing a transversal, global vision 
 
ILO-11 : Creative conception of solutions 
 
ILO-12 : Professional capacity for oral communication
 
ILO-13 : Professional capacity for written communication  
Prerequisites and co-requisites/ Recommended optional programme components :  
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
In order to verify that the students have mastered the above concepts, there will be a quizz during the first session of the class (on 28/10) based on the following chapters of Kotler's book:






  • 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. Consumer Markets
  • Chapter 7: 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 :  
Before every session, 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 meet Simon at least once. He will challenge you about the cases and answer your questions. Preparation of cases is thus required to gain the maximum benefits of these 'pre-sessions'. A dedicated schedule will be uploaded on Lol@ in due time. Please respect the timing!         At the beginning of the session: the lecturer will ask a set of basic (a) theoretical questions based on Kotler's et al. chapters you had to read for preparation AND (b) practical questions related to the case. You have to answer  those questions individually. After 15 minutes, the lecturer will collect all answers in order to evaluate their quality. As soon as you enter the room, be ready for this mini-quiz so that we do not waste precious time!         During the session, each subgroup will receive       specific questions to answer. Each subgroup is required to share ideas, and to write down its answers on 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.         At the end of the session, the lecturer will collect all answers in order to evaluate their quality.
Mode of delivery (face-to-face ; distance-learning) :  
  • groups of more or less 48 students;
  • 8 subgroups of 6 students
Recommended or required readings :  
The business cases will be available at the "Centrale des Cours" starting from 28/10/2013. The French and English editions of the book "Marketing Management" are available at the library of HEC-ULg. All other material will be available on Lol@.
Assessment methods and criteria :  
The assessment is based on the following:


  • The quiz to assess your knowledge of marketing basic concepts;
  • Mini-quiz during the full sessions;
  • The quality and pertinence of the solutions presented by the subgroups;
  • Your active participation during the session;
  • A final oral group examination based on a case.
It is compulsory to participate to all sessions. If you are not present at a session, and/or don't hand out an individual preparation, you will get a 0/20 for these activities. We can only excuse your absence to the class for an imperious reason (such as sickness, death of a family member). In this case, we need an original and official proof such as a medical certificate. You must:


  • send an email to Simon Hazée (simon.hazee@ulg.ac.be) as(simon.hazee@ulg.ac.be soon as) you know the situation
  • provide Simon Hazée (N2 - rue Saint-Gilles 35) with the original and official proof of your motive within 1 week.
* You will receive a namecard during the first session so that the lecturers can identify you. Please, bring this card along at each session
 
Work placement(s) :  
Organizational remarks :  
Contacts :  
Lecturers:


 
Coordinator and contact person:
Simon Hazée (simon.hazee@ulg.ac.be)



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