Face-to-face , first term, 30 hours of theory.

First term
Monday from 09:00 to 11:00 at 119 Marais 1200

Dutch

As free traffic exchange society has been considered worldwide as the right economic and political organization since the last decade, marketing comes to be the heart of attention.
In the states where this system has already been implemented, the government has to resign now. It is also in this context that an extra impulse is given to market oriented organisation.
This course aims to:
• provide the students with a fundamental knowledge of marketing and its action field;
• provide the students with an understanding of marketing philosophy: market-oriented thinking.

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This course studies two main parts: "Marketing and Strategy determination" and "Marketing mix".
For the part "Marketing and Strategy determination", we will study the following themes:
- Marketing today and tomorrow (introductory concepts);
- Strategic Marketing;
- Marketing environment;
- Marketing and society: Civil responsibility and marketing ethics;
- Consumers' behaviour;
- Market research;
- Market segmentation and positioning.
For the"Marketing mix" section, we will study the following themes:
- Product and brand strategy;
- Product development and life strategies;
- Pricing policy;
- Promotion;
- Place (distribution).

Lecture

The written examination includes multiple choice questions (60% of the final mark) and open questions (40% of the final mark).

Philip Kotler, Gary Armstrong, John Saunders & Veronica Wong (2009), Principes van Marketing, Vijfde Editie, Prentice Hall Europe.
The chapters 1, 3, 4 (to be studied at home), 6, 9, 10, 13, 14, 16, 17, 18, 19, have to be read (compulsory reading).

The students can contact the professor before and after lectures and on appointment.