Key words
Marketing strategy and consumer psychology
Objectives
Students acquire the basic principles of marketing terminology and consumer behaviour. Emphasis is put on getting insight in the perception and evaluation of a product by the consumer. Next, the comparison with other products and the decision-making process concerning the purchase of a product are studied.
Students are able to implement that knowledge on cases in order to get insight in the marketing of an organization.
Topics
- The Marketing concept
- The Marketing Environment
- Purchasing Behaviour of Consumers
- Segmentation and Target group strategies
- Positioning strategies
- Competitor strategies
- Influences of the environment
- Cognition and affects
- Data processing
- Decision-making process
- Attitudes, behaviour and intentions
- Expectations and experience
Prerequisites
Having attended the management course
Final Objectives
Knowledge
Job-related (specific)- Knowledge of marketing as a strategic marketing tool, knowledge of marketing with a view to consumer behaviour, knowledge of technical terminology, knowledge of sources of general and specific deontological rules.
Skills
General- Thinking and reasoning power
- Critical reflection
- Being able to work on one's own
- Bringing one's knowledge up to date
- Finding and consulting sources
- Being able to analyse cases
Job-related (specific)- Following the marketing reality through professional literature, finding and collecting sources containing marketing data
Attitudes
General- Being critical
- Being eager to learn
- Working methodically
- Having self-confidence
Job-related (general)- Being flexible
- Being tidy
- Working methodically
- Having the correct learning attitude
Job-related (specific)- Taking initiative
- Being critical
- Being eager to learn
- Adding value to the information available
Materials used
Textbook, syllabus and copies
Study costs
Current price of textbook/syllabus and extra copies at unit price determined under Hogeschool rules + registration cost students' conference Marketing Organization
Study guidance
Individual questions & problems can always be communicated with the teaching staff.
Teaching Methods
Lectures, dialogue, team assignment, cases.
Assessment
- First exam session: written exam 70 % and continuous assessment 30%
- Second exam session: written exam 100%
- Examination Board Flemish Community : first and second exam session : 100 % written exam
Lecturer(s)
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