Course teacher(s)
Virginie BRUNEAU (Coordinator)ECTS credits
5
Language(s) of instruction
english
Course content
This course is part of the Sustainable Development initiative of the Solvay Brussels School of Economics and Management (“Sustainable Development@SBSEM”)
Marketing is a key function in all businesses and organizations, and is becoming increasingly crucial to succeed in our modern global economy. Marketing is all about creating value for society as a whole. Sustainability and ethics should play a predominant role in this value creation process. This course aims at providing students with a clear understanding of the consumer market, strategic marketing strategies and elements of the marketing mix (4P’s). This course integrates sustainable development at every stage of the strategic marketing plan.
This course will focus on learning (1) the fundamental theoretical concepts in marketing, (2) how to construct a good marketing strategy and (3) how to develop a successful marketing mix in line with strategic marketing. Additionally, the course will provide many opportunities to put theory into practice with practical sessions, team assignments & talks from marketing professionals.
This course contributes to the Circular Economy pedagogical pathway of the Sustainable Development initiative of the Solvay Brussels School of Economics and Management (“Sustainable Development@SBSEM”)
Objectives (and/or specific learning outcomes)
At the end of this course, students are expected to understand and be able to actively use all basic marketing concepts.
More specifically, students should be able to:
- Understand the role of the marketing function in a company
- Understand the basic marketing concepts such as segmentation or targeting;
- Evaluate and develop a marketing strategy;
- Solve issues related to marketing in different sectors, at local and international levels
- Recommend and justify an appropriate mix of the 4P’s in response to an existing marketing strategy
Teaching methods and learning activities
The format is based on active learning and includes (online) theoretical lectures, coaching sessions for the development of a marketing plan, case studies, and managerial conferences. To apply the marketing concepts seen in the theoretical courses, students will have to work in teams and develop a complete strategic and operational marketing plan for a (new) sustainable product or service. Moreover, students will have to read and analyze some practical case studies. Finally, managers will be invited as guest speakers to present how they effectively implement marketing strategies in their company.
References, bibliography, and recommended reading
Kotler, P., & Keller, K. L. (2012). Marketing Management 15th Edition Pearson Education Ltd.
Contribution to the teaching profile
Students will learn the fundamental concepts of marketing such as segmentation, positioning, target, price, product, distribution and communication, which are essential for students to acquire to be able to follow the more advanced marketing courses in Master.
Other information
Contacts
virginie.bruneau@ulb.ac.be
Campus
Solbosch
Evaluation
Method(s) of evaluation
- Other
Other
The assessment of students’ performance will be composed of the following elements:
- Individual exam to assess the acquisition of knowledge (50%)
The written exam will cover all the sessions (theoretical classes as well as speakers). It will include multiple choice questions and open questions. The objective of the exam is to estimate the quality of the knowledge and critical perspectives with respect to the courses on one hand and on the other hand, to estimate the capacity to apply concretely concepts taught.
- Team assignment (50%)
In teams, students will have to develop their own strategic marketing plan for a chosen product/service/offering. The objective of this individual assignment is to estimate the quality of the understanding and critical perspectives with respect to the theory covered by the course. The grade for the group assignment will only be taken into account if a grade of >7/20 is obtained for the individual exam.
Mark calculation method (including weighting of intermediary marks)
Individual exam (50%) and team assignment (50%)
Language(s) of evaluation
- english