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:
Today's fast-evolving world leaves ever shorter a time for effective adjustment. The new technologies drive us to inventiveness in order to subsist and develop marketing tactics offering real comparative advantage. This module allies 'marketing' with 'creativity' within a new approach aiming at enabling students to find creative solutions as regards customer experience, product development and launching.
Main goals:
Connecting Block 2's "Marketing Principles" and marketing operational practice.
In this course, you will be challenged to create a new product based on old ones that you will recycle or upcycle.
This course contributes to developing the following skills:
Implementing:
The course enables students to implement the daily management of a company, of an organization or a marketing communication and sales management project
- by implementing an established strategy,
- in a holistic perspective taking into account the interactions between its various functions,
- by taking into account the specificities of an ever more digitalized environment,
- in a creative manner.
Communicating:
The course enables students to communicate efficiently about their entreprise, its organisation or project both internally and externally.
The class will be held in English.
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
Building a successful marketing plan
Conceiving and developing operational marketing actions
Communicating the marketing plan
Cross-cutting goals:
Using one's imagination and developing an 'out of the box' vision
Analysing situations / finding solutions, Communicating, 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:
Guest speakers
Readings
Creative problem solving
Group Dynamics
Mode of delivery (face to face, distance learning, hybrid learning)
Face-to-face course
Additional information:
30h
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
Additional information:
Team project: 100% multiplied by the peer assessment factor
- The project is assess during the final presenation by a diversified jury.
- Peer assessment - at the end of the team process, each student is assessed by his/her peers in terms of his/her commitment and output. This assessment will produce a ratio. This ratio will be used as a multiplier to adapt and individualize your grade.
- Note : If there are non performers in the team assignment, it should be brought to our attention early. A non-performer can be fired from a team with documented evidence of non-performance. He then receives a failing grade for the team assignment and gets a resit for this activity.
Group oral presentation of the team project
2nd session:
The resit exam consists of an individual production linked to your team assignment. The report is discussed during an oral presentation according to a specific schedule.
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