 | Study programme 2023-2024 | Français | |
 | Marketing Planning | ||
Programme component of Bachelor's (MONS) (day schedule) à la Warocqué School of Business and Economics |
| Code | Type | Head of UE | Department’s contact details | Teacher(s) |
|---|---|---|---|---|
| UW-B3-SGEGIG-019-M | Compulsory UE | DEPRINCE Elodie | W727 - Marketing et Communication |
|
| Language of instruction | Language of assessment | HT(*) | HTPE(*) | HTPS(*) | HR(*) | HD(*) | Credits | Weighting | Term |
|---|---|---|---|---|---|---|---|---|---|
| Français | 20 | 10 | 0 | 0 | 0 | 3 | 3.00 | 2nd term |
| AA Code | Teaching Activity (AA) | HT(*) | HTPE(*) | HTPS(*) | HR(*) | HD(*) | Term | Weighting |
|---|---|---|---|---|---|---|---|---|
| W-MAKO-009 | Marketing Planning - AAEP | 20 | 7 | 0 | 0 | 0 | Q2 | |
| W-MAKO-011 | Marketing Planning - AAEHP | 0 | 3 | 0 | 0 | 0 | Q2 |
| 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.
- 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 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.
UE Content: description and pedagogical relevance
- Marketing planning
- market research
- segmentation
- targeting
- positioning
- monitoring
Prior Experience
Not applicable
Type(s) and mode(s) of Q2 UE assessment
- Written examination - Face-to-face
- Oral examination - Face-to-face
Q2 UE Assessment Comments
written or oral examination
Type(s) and mode(s) of Q3 UE assessment
- Written examination - Face-to-face
- Oral examination - Face-to-face
Q3 UE Assessment Comments
written or oral examination
Type of Teaching Activity/Activities
| AA | Type of Teaching Activity/Activities |
|---|---|
| W-MAKO-009 |
|
| W-MAKO-011 |
|
Mode of delivery
| AA | Mode of delivery |
|---|---|
| W-MAKO-009 |
|
| W-MAKO-011 |
|
Required Learning Resources/Tools
| AA | Required Learning Resources/Tools |
|---|---|
| W-MAKO-009 | Not applicable |
| W-MAKO-011 | Not applicable |
Recommended Learning Resources/Tools
| AA | Recommended Learning Resources/Tools |
|---|---|
| W-MAKO-009 | / |
| W-MAKO-011 | / |
Other Recommended Reading
| AA | Other Recommended Reading |
|---|---|
| W-MAKO-009 | Marketing Management, Philip Kotler, Kevin Keller, Aurélie Hemonnet, Delphine Manceau, Pearson, 16edt, 2019; Etude marketing, Naresh Malhotra, Pearson, 6edt, 2014; Etudes et analyses marketing,Sandrine Macé, Alvin C. Burns, Ann Veeck, Ronald F. Bush, Sandrine Macé, 8edt, 2018 |
| W-MAKO-011 | Marketing Management, Philip Kotler, Kevin Keller, Aurélie Hemonnet, Delphine Manceau, Pearson, 16edt, 2019; Etude marketing, Naresh Malhotra, Pearson, 6edt, 2014; Etudes et analyses marketing,Sandrine Macé, Alvin C. Burns, Ann Veeck, Ronald F. Bush, Sandrine Macé, 8edt, 2018 |