Study programme 2020-2021 | Français | ||
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 Q3 |
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Code | Type | Head of UE | Department’s contact details | Teacher(s) |
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UW-B3-SGEGIG-013-M | Optional UE | SCOUBEAU Chantal | W727 - Marketing et Communication |
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Language of instruction | Language of assessment | HT(*) | HTPE(*) | HTPS(*) | HR(*) | HD(*) | Credits | Weighting | Term |
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| Français, Anglais | 38 | 22 | 0 | 0 | 0 | 6 | 6.00 | 2nd term |
AA Code | Teaching Activity (AA) | HT(*) | HTPE(*) | HTPS(*) | HR(*) | HD(*) | Term | Weighting |
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W-MAKO-004 | Fundamentals of Marketing - AAEP | 18 | 6 | 0 | 0 | 0 | Q2 | |
W-MAKO-008 | Fundamentals of marketing - AAEHP | 0 | 6 | 0 | 0 | 0 | Q2 | |
W-MAKO-012 | Marketing Planning - AAEP | 20 | 7 | 0 | 0 | 0 | Q2 | |
W-MAKO-016 | Marketing Planning - AAEHP | 0 | 3 | 0 | 0 | 0 | Q2 |
Programme component |
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Objectives of Programme's Learning Outcomes
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
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
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
AA | Type of Teaching Activity/Activities |
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W-MAKO-004 |
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W-MAKO-008 |
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W-MAKO-012 |
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W-MAKO-016 |
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Mode of delivery
AA | Mode of delivery |
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W-MAKO-004 |
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W-MAKO-008 |
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W-MAKO-012 |
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W-MAKO-016 |
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Required Reading
AA | |
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W-MAKO-004 | |
W-MAKO-008 | |
W-MAKO-012 | |
W-MAKO-016 |
Required Learning Resources/Tools
AA | Required Learning Resources/Tools |
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W-MAKO-004 | Not applicable |
W-MAKO-008 | Not applicable |
W-MAKO-012 | Armstrong, Kotler (2017), Principles of Marketing, Global Edition, Pearson Youngme Moon (2010), Different: Escaping the Competitive Herd, Crown Business |
W-MAKO-016 | Armstrong, Kotler (2017), Principles of Marketing, Global Edition, Pearson Youngme Moon (2010), Different: Escaping the Competitive Herd, Crown Business |
Recommended Reading
AA | |
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W-MAKO-004 | |
W-MAKO-008 | |
W-MAKO-012 | |
W-MAKO-016 |
Recommended Learning Resources/Tools
AA | Recommended Learning Resources/Tools |
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W-MAKO-004 | Principes de marketing - P KOTLER - 14ème Edition - Editions Pearson - 2019 Marketing Management - P KOTLER, K. KELLER, D. MANCEAU - 16ème édition - Editions Pearson - 2019 |
W-MAKO-008 | Principes de marketing - P KOTLER - 14ème Edition - Editions Pearson - 2019 Marketing Management - P KOTLER, K. KELLER, D. MANCEAU - 16ème édition - Editions Pearson - 2019 |
W-MAKO-012 | Magretta 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-016 | Magretta 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
AA | Other Recommended Reading |
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W-MAKO-004 | Not applicable |
W-MAKO-008 | Not applicable |
W-MAKO-012 | Chan 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-016 | Chan 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 |