Key words
Marketing
Objectives
Basics of B2C marketing in the present economic world
Topics
Marketing basics in today’s business environment: The course is centred around four topics:
- What is marketing?
- Strategy and environment
- Consumer behaviour
- Segmentation, targeting, positioning and CRM.
Prerequisites
Fair knowledge of English
Final Objectives
After studying this course,you will be able to
- Understand who marketers are, where they work, and marketing’s role in a firm.
- Explain what marketing is and how it provides value to everyone involved in the marketing process.
- Understand the range of services and goods that are marketed.
- Understand value from the perspectives of customers, producers and societies.
- Explain the basics of marketing planning and the marketing mix tools used in the marketing process.
- Explain the evolution of the marketing concept.
- Explain the strategic planning process.
- Describe the steps in marketing planning.
- Explain operational planning.
- Explain the key role of implementation and control in marketing planning.
- Discuss some of the important aspects of an organization’s internal environment.
- Understand business ethics and explain how marketers practice ethical business behaviour.
- Explain how firms practise social responsibility.
- Understand how factors in the external business environment influence marketing strategies and outcomes.
- Describe the prepurchase, purchase, and postpurchase activities that consumers engage in when making decisions.
- Explain how internal factors influence consumers’ decision-making processes.
- Show how situational factors at the time and place of purchase influence consumer behaviour.
- Explain how consumers’ relationships with other people influence their decision-making process.
- Show how the internet offers consumers opportunities to participate in consumer-to-consumer marketing.
- Understand the need for market segmentation in today’s business environment.
- Know the different dimensions that marketers use to segment consumer markets.
- Explain how marketers develop a targeting strategy.
- Understand how a firm develops and implements a positioning strategy.
- Explain how marketers increase long-term success and profits by practising customer relationship management.
Materials used
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Textbook and/or copies
Electronic platform Dokeos
Study costs
Textbook
cost of syllabus
Study guidance
Individual questions may be addressed to the lecturer
Feedback via the Dokeos online learning platform
Teaching Methods
Lecturing, interactive discussion, case studies; assignments and exercises
Assessment
- First exam session: assignments and tests during the term: 40% ; written exam: 60%
- Second exam session: assignments and tests during the term: 40% ; written exam: 60%
Lecturer(s)
De Clerq Anne-Marie
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