Key words
Marketing strategy and consumer psychology, IWETO code S191 Market study
Objectives
Exploring and expanding the command of marketing terminology.
Acquiring an elementary knowledge of marketing trategies and consumer behaviour. The emphasis is on acquiring an understanding of 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 apply that knowledge on cases in order to understand the marketing of an organization.
Topics
- Marketing environment
- Segmentation and target group strategies
- Positioning strategies
- Competition strategies
- Influence of the environment
- Cognition and affect
- Data processing
- Decision-making process
- Attitudes, behaviour and intentions
- Expectations and experience
Prerequisites
Having attended the management course
Final Objectives
Knowledge:
Job-related:- Knowledge of marketing as a strategic marketing tool
- Knowledge of marketing as related to consumer behaviour (marketing as an activity directed at an end-consumer)
- Knowledge of professional terminology and of developments in the professional field
- Knowledge of sources in order to be able to find general and specific rules of deontology
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:- Following up on current events in marketing, finding any possible sources containing marketing information effectively and efficiently, collecting and listing them
Attitudes:
General:- Critical attitude
- Commitment
- Eagerness to learn
- Confidence and self-awareness
General and job-related:- Showing an onset of flexibility
- Discipline and tidiness
- Working methodically
- Correct learning
Attitude
Job-related:- Showing initiative
- Being selective with information
- Adding value to available information
Materials used
Course book, syllabus and additional photocopies
Study costs
Course book at its normal priceSyllabus and photocopies at the current Hogeschool Gent rate
Expenses for the students' congress of Stichting Marketing
Study guidance
Individual problems and problems with studying may best be addressed to the lecturer
Teaching Methods
Lectures, question and answer with links to current events, group work, seminars, cases, guest speaker
Assessment
Marketing strategy: 50% of final result
- First exam session: written exam 70% and continuous assessment 30%
- Second exam session: written exam 100%
Consumer psychology: 50% of final result
- First exam session: written exam 70% and continuous assessment 30%
- Second exam session: written exam 100%
Students who did not succeed in the first session, but managed at least 10/20 for either part of the examination, will not need to do the exam in second session of the same academic year. They do, however, have to be re-examined for the part of the examination they did not manage 10/20 for. Otherwise, they will be considered to have been absent for both parts of the examination.
Students registered for the examinations only: - First exam session: 100% written exam
- Second exam session: 100% written exam
Marketing strategy and Consumer psychology each count for 50% of the final result.
Students who did not succeed in the first session, but managed at least 10/20 for either part of the examination, will not need to do the exam in second session of the same academic year. They do, however, have to be re-examined for the part of the examination they did not manage 10/20 for. Otherwise, they will be considered to have been absent for both parts of the examination.
Lecturer(s)
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