Key words
Marketing management
Objectives
This course deepens and widens the subject matter of the course Marketing which has been taught during the 6 th. Semester. Real up-to-date marketing theories and practices and the influence of ICT on various marketing issues are deeply analyzed.
Prerequisites
General marketing basics.
Topics
Various theories and models concerning general strategy, marketing strategy, marketing planning and follow-up (key performance indicators), marketing communication (communication means and -media, media planning), product management (product development, branding, segmentation and positioning), distribution and relation management, international marketing. These issues are viewed as well as from a Business tot Consumer as a Business to Business angle. Up-to-date marketing trends and the influence of ICT and the worldwide web on the above mentioned issues are highlighted.
Concepts as ethical marketing en public marketing will be taken care of as well.
A real life case will be assigned: information gathering, market analysis, specific market research has to be performed in order to draw a marketing strategy and a corresponding marketing plan. The case must be presented in public and a paper must be made.
Teaching Methods
Lectures-Seminars-Tutorials-Practical case - Company visits
Materials used
Standaard Uitgeverij-MIM, 1999, 704 p.
ISBN 90341009399
Lecture notes edited by A. Van Rossem and K. Bonne
Recent Reading materials
Study guidance
Assessment
Written exam (Oral exam can be added)
Evalution based on the real life case (paper and presentation)
Evaluation based on cooperation in classes
Study costs
50 €
Lecturer(s)
Annick VAN ROSSEM(Responsible)
Karijn BONNE
Language
Dutch
Some (reading) materials are in English or French.
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