 | Study programme 2018-2019 | Français | |
 | Analysis of markets and consumption | ||
Programme component of Graduate Certificate in Marketing à la Warocqué School of Business and Economics |
| Code | Type | Head of UE | Department’s contact details | Teacher(s) |
|---|---|---|---|---|
| UW-U1-MARKET-001-M | Compulsory UE | GEERTS Angy | W727 - Marketing et Communication |
|
| Language of instruction | Language of assessment | HT(*) | HTPE(*) | HTPS(*) | HR(*) | HD(*) | Credits | Weighting | Term |
|---|---|---|---|---|---|---|---|---|---|
| Français | 50 | 25 | 0 | 0 | 0 | 10 | 10.00 | 1st term |
| AA Code | Teaching Activity (AA) | HT(*) | HTPE(*) | HTPS(*) | HR(*) | HD(*) | Term | Weighting |
|---|---|---|---|---|---|---|---|---|
| W-MAKO-001 | Consumer Behavior | 15 | 10 | 0 | 0 | 0 | Q1 | 30.00% |
| W-MAKO-017 | Research Methods in Marketing | 20 | 5 | 0 | 0 | 0 | Q1 | 40.00% |
| W-MAKO-020 | International Marketing Management | 15 | 10 | 0 | 0 | 0 | Q1 | 30.00% |
| Programme component |
|---|
Learning Outcomes of UE
This course unit aims at providing students with the relevant concepts and tools needed in order to understand , analyze and propose relevant recommendations relating to markets and consumption. Both in a domestic context, but also in an international setting.
Content of UE
The course "Consumer Behavior" provides students with a better understanding of the factors influencing individuals regarding their consumption. The course also covers all the mechanisms underlying the consumers' decision process. The course "International Marketing Management" aims to familiarize students with the peculiarities of international markets, both in terms of culture and its impact on consumption , and with regard to the adaptation of marketing strategies in an international context a multicultural environment. Finally, the course Research Methods in Marketing, is aimed at teaching the different quantitative and qualitative tools , necessary for the implementation of marketing research, notably in relation to consumption questions. Students will also be asked to analyze a database using SPSS software.
Prior Experience
This is an advanced course. Knowledge of the fundamentals of marketing is necessary to attend this course unit .
Type of Assessment for UE in Q1
- Presentation and/or works
- Oral examination
- Written examination
Q1 UE Assessment Comments
The 3 courses are taking into account according to the followings:
- Consumer Behavior : Works and Written examination : 30%
- International Marketing Management : Works and Written examination : 30%
- Research Methods in Marketing : Works and quoted exercices : 40%
Type of Assessment for UE in Q3
- Presentation and/or works
- Oral examination
- Written examination
Q3 UE Assessment Comments
The 3 courses are taking into account according to the followings:
- Consumer Behavior : Works and Written examination : 30%
- International Marketing Management : Works and Written examination : 30%
- Research Methods in Marketing : Oral or Written examination : 40%
Type of Resit Assessment for UE in Q1 (BAB1)
- N/A
Q1 UE Resit Assessment Comments (BAB1)
Not applicable
Type of Teaching Activity/Activities
| AA | Type of Teaching Activity/Activities |
|---|---|
| W-MAKO-001 |
|
| W-MAKO-017 |
|
| W-MAKO-020 |
|
Mode of delivery
| AA | Mode of delivery |
|---|---|
| W-MAKO-001 |
|
| W-MAKO-017 |
|
| W-MAKO-020 |
|
Required Reading
| AA | |
|---|---|
| W-MAKO-001 | |
| W-MAKO-017 | |
| W-MAKO-020 |
Required Learning Resources/Tools
| AA | Required Learning Resources/Tools |
|---|---|
| W-MAKO-001 | Scientific papers available on the Electronic Library will be highlighted in line with the topics covered. These articles are meant to compelement the information and subjects discussed in class. |
| W-MAKO-017 | Etudes marketing avec SPSS, N. Malhotra (Pearson) - avec la licence SPSS étudiants |
| W-MAKO-020 | Ghauri, P.N., & Cateora, P., (2014), International Marketing (4th Edition), London: McGraw Hill Usunier, J.C., & Lee, J.A. (2009), Marketing Across Cultures (5th Edition), Pearson |
Recommended Reading
| AA | |
|---|---|
| W-MAKO-001 | |
| W-MAKO-017 | |
| W-MAKO-020 |
Recommended Learning Resources/Tools
| AA | Recommended Learning Resources/Tools |
|---|---|
| W-MAKO-001 | A main book about Consumer Behavior will be suggested to the students. The book in not mandatory but can be useful in order to complement in order to deepen the content covered in class. |
| W-MAKO-017 | Presentation Slides : Méthodes de Recherche en Marketing - A.Geerts - disponibles sur Moodle |
| W-MAKO-020 | Articles, cases studies, managerial and scientific papers will be made available online. |
Other Recommended Reading
| AA | Other Recommended Reading |
|---|---|
| W-MAKO-001 | Not applicable |
| W-MAKO-017 | Not applicable |
| W-MAKO-020 | Not applicable |
Grade Deferrals of AAs from one year to the next
| AA | Grade Deferrals of AAs from one year to the next |
|---|---|
| W-MAKO-001 | Authorized |
| W-MAKO-017 | Authorized |
| W-MAKO-020 | Authorized |