Study programme 2020-2021Français
Strategic and operational marketing
Programme component of Bachelor's à la Warocqué School of Business and Economics

Students are asked to consult the ECTS course descriptions for each learning activity (AA) to know what special Covid-19 assessment methods are possibly planned for the end of Q2

CodeTypeHead of UE Department’s
contact details
Teacher(s)
UW-B3-SGEGIG-013-MOptional UESCOUBEAU ChantalW727 - Marketing et Communication
  • MERZBACH Hélène
  • N.
  • ANDRE Jean-Jacques

Language
of instruction
Language
of assessment
HT(*) HTPE(*) HTPS(*) HR(*) HD(*) CreditsWeighting Term
  • Français
  • Anglais
Français, Anglais382200066.002nd term

AA CodeTeaching Activity (AA) HT(*) HTPE(*) HTPS(*) HR(*) HD(*) Term Weighting
W-MAKO-004Fundamentals of Marketing - AAEP186000Q2
W-MAKO-008Fundamentals of marketing - AAEHP06000Q2
W-MAKO-012Marketing Planning - AAEP207000Q2
W-MAKO-016Marketing Planning - AAEHP03000Q2
Programme component

Objectives of Programme's Learning Outcomes

  • Implement an academic view on knowledge, particularly through the mastery of methods and literature research tools.
    • Understand, synthesise and discuss complex information and texts on economics and management.
    • Summarise the contributions of different sources to justify an opinion or decision
    • Develop and structure reasoning by basing it on suitable scientific arguments
  • Actively master the fundamental concepts and models of economic sciences and management sciences
    • Identify and explain the concepts, principles and models of fundamental theoretical trends in economic sciences and management sciences and their applications.
    • Understand how organisations and markets work
    • Understand the methods and tools adapted to the field of economics and management
  • Acquire basic methodological tools necessary for scientific inquiry in the field of economics and management.
    • Conduct relevant research from scientific literature and select appropriate elements with respect to a particular research topic.
    • Describe the principles of methodological approaches (objectives, methods, techniques and tools) to understand and explain the functioning of organisations and markets.
    • Give a critique and argue a point of view as part of a scientific approach
  • Mobilise communication skills in two languages other than French, both orally and in writing, as a presentation of an argument or piece of research in accordance with scientific ethics.
    • Understand, synthesise and discuss complex information and texts, expressed in English and at least one other language.
    • Communicate in a clear and structured manner on issues of economics and management
  • Critically compare knowledge acquired to real situations.
    • Identify and explain the concepts, principles and models of fundamental theoretical trends in economic sciences and management sciences and their applications.
    • Develop and structure reasoning by basing it on suitable scientific arguments
    • Demonstrate an acute sense of analysis, criticism and ethics in relation to various issues in economics and management.
  • Demonstrate working and analytical rigour.
    • Be rigorous and independent in learning, particularly through adequate planning of activities to be undertaken in order to best utilise the time available.
    • Develop their scientific curiosity and open-mindedness
    • Demonstrate self-awareness, assess themself, and adapt.

Learning Outcomes of UE

At the end of this class students should be able to understand the main dimensions of the strategic and operational approaches of marketing.  This is developped by using consumer behavior approaches.  Market studies are pinpointed and used to develop efficient marketing strategies.  Important concepts are developped : segmentation, targeting and positioning are studied by the way of case studies.  The marketing mix is also analyzed. (4 P )

Content of UE

    - Définition of strategic and operational marketing
    - Segmentation, targeting and positioning : case studies and examples-
    - Market researches
    - Marketing planning
    - Structuration and control of the marketing efforts
    - 4P : understanding the main decisions
    - Managing the marketing mix : implementing an integrated marketing approach and mesure performance

   

Prior Experience

none

Type of Assessment for UE in Q2

  • Presentation and/or works
  • Oral Examination
  • Written examination

Q2 UE Assessment Comments

A written or oral examination will be proposed regarding the situation and the number of students.  It will be completed by a work valorised for 30% of the course 

Type of Assessment for UE in Q3

  • Oral examination
  • Written examination

Q3 UE Assessment Comments

A written or oral examination will be proposed regarding the situation and the number of students

Type of Teaching Activity/Activities

AAType of Teaching Activity/Activities
W-MAKO-004
  • Cours magistraux
  • Travaux pratiques
  • Etudes de cas
W-MAKO-008
  • Travaux pratiques
  • Etudes de cas
W-MAKO-012
  • Cours magistraux
  • Etudes de cas
W-MAKO-016
  • Travaux pratiques
  • Etudes de cas

Mode of delivery

AAMode of delivery
W-MAKO-004
  • Mixed
W-MAKO-008
  • From a distance
W-MAKO-012
  • Face to face
W-MAKO-016
  • Face to face

Required Reading

AA
W-MAKO-004
W-MAKO-008
W-MAKO-012
W-MAKO-016

Required Learning Resources/Tools

AARequired Learning Resources/Tools
W-MAKO-004Not applicable
W-MAKO-008Not applicable
W-MAKO-012Armstrong, Kotler (2017), Principles of Marketing, Global Edition, Pearson
Youngme Moon (2010), Different: Escaping the Competitive Herd, Crown Business
W-MAKO-016Armstrong, Kotler (2017), Principles of Marketing, Global Edition, Pearson
Youngme Moon (2010), Different: Escaping the Competitive Herd, Crown Business

Recommended Reading

AA
W-MAKO-004
W-MAKO-008
W-MAKO-012
W-MAKO-016

Recommended Learning Resources/Tools

AARecommended Learning Resources/Tools
W-MAKO-004Principes de marketing - P KOTLER - 14ème Edition - Editions Pearson - 2019
Marketing Management - P KOTLER, K. KELLER, D. MANCEAU - 16ème édition - Editions Pearson - 2019
W-MAKO-008Principes de marketing - P KOTLER - 14ème Edition - Editions Pearson - 2019
Marketing Management - P KOTLER, K. KELLER, D. MANCEAU - 16ème édition - Editions Pearson - 2019
W-MAKO-012Magretta Joan (2012), Understanding Michael Porter: The Essential Guide to Competition and Strategy, Boston, Massachusetts, HBR Press
Chan Kim W., Mauborgne R., (2005) Blue Ocean Strategy: From Theory to Practice, Berkeley, California, California Management Review
W-MAKO-016Magretta Joan (2012), Understanding Michael Porter: The Essential Guide to Competition and Strategy, Boston, Massachusetts, HBR Press
Chan Kim W., Mauborgne R., (2005) Blue Ocean Strategy: From Theory to Practice, Berkeley, California, California Management Review

Other Recommended Reading

AAOther Recommended Reading
W-MAKO-004Not applicable
W-MAKO-008Not applicable
W-MAKO-012Chan Kim W., Mauborgne R., (2008) Even a Clown Can Do It: Cirque du Soleil Recreates Entertainment, Fontainebleau, France, INSEAD The Business School for the World
Quelch John A., (2010) Google in China, Boston, Massachusetts, Harvard Business School
W-MAKO-016Chan Kim W., Mauborgne R., (2008) Even a Clown Can Do It: Cirque du Soleil Recreates Entertainment, Fontainebleau, France, INSEAD The Business School for the World
Quelch John A., (2010) Google in China, Boston, Massachusetts, Harvard Business School
(*) HT : Hours of theory - HTPE : Hours of in-class exercices - HTPS : hours of practical work - HD : HMiscellaneous time - HR : Hours of remedial classes. - Per. (Period), Y=Year, Q1=1st term et Q2=2nd term
Date de génération : 10/04/2021
20, place du Parc, B7000 Mons - Belgique
Tél: +32 (0)65 373111
Courriel: info.mons@umons.ac.be