6 ECTS credits
154 h study time
Offer 1 with catalog number 1021457ANR for all students in the 2nd semester at a (A) Bachelor - preliminary level.
This course provides students with a general introduction to the principles of marketing.
Each of us experiences the results of marketing on a daily basis.
What is marketing? And which role can marketing play in a company?
The course starts with a description of the marketing discipline and the role of marketing within the overall business strategy. Particular attention is paid to the analysis of the marketing environment. Later on, the focus lies on buying behavior of both consumers and businesses. Important concepts such as segmentation, targeting, and positioning play are examined, as well as the instruments of the marketing mix, being product, price, promotion, and place.
Practice sessions and guest lectures supplement the theory, so students learn to apply the principles and theories of marketing to a practical business life setting.
After successfully completing the course, students
The final grade is composed based on the following categories:
Written Exam determines 75% of the final mark.
Practical Exam determines 25% of the final mark.
Within the Written Exam category, the following assignments need to be completed:
Within the Practical Exam category, the following assignments need to be completed:
Grading- General
The final grade is based on the following categories:
- Written Exam with a relative weight of 75% of the final mark.
- Assignments with a relative weight of 25% of the final mark.
Important: students must participate in all parts (written exam and practical component) to obtain a final grade on the course. If students do not participate to both parts of the evaluation, an ‘Absent’ will be given (and no score for the course as such).
Component 1: Written Exam
75% of the total grade can be earned on the basis of the exam.
This is an individual, written, closed-book exam, that consists of open and / or multiple-choice questions. Multiple-choice questions are graded by scoring using a ‘Higher Pass Mark’ (standard setting). This means no points are deducted for a wrong answer, however the number of questions that must be answered correctly to pass, is higher. In concrete terms, this means the student must answer 12 questions correctly to pass a 20-question exam with 4 possible answers per question.
Component 2: Practical Component: Assignments and Practice sessions
25% of the total grade can be earned on the basis of the practical part of the course.
The evaluation of the practical component is based on a combination of:
- Attendance of practice sessions
- Group assignments during and outside of practice sessions
- Peer assessment (the individual contribution to the group assignments)
For more detailed information on the specific organization and evaluation criteria of this practical component: see Canvas.
Unacceptable errors, sanctions, and the resit period
- Mandatory participation to the practical component
o Participation in the practical part of the course is compulsory. Under this participation is understood:
§ 1) Mandatory attendance of and participation in all the scheduled practice sessions
§ 2) Mandatory submission of group assignments
o Missing more than 1 practice session with a justified absence, or unjustified absence for a practice session, or not submitting assignments, results in an ‘Absent’-score for the practical component and for the course as such.
o The practical component of this course cannot be retaken in second session. The partial result for this part of the course evaluation will be transferred to second session.
o In no case, replacement assignments will be provided.
- Penalties for failing to meet the group composition deadline
o The deadline for submitting the group composition for the group assignments, on Canvas, is Friday of the fourth lecture week of the second semester.
o Students who are not registered in a team by this deadline, cannot participate in the practical component of the course, and receive an ‘Absent’-score for this component and for the course as such.
- Penalties for failing to meet assignment deadlines
o Works or assignments submitted after the deadline, result in a 0-score for the specific assignment.
o Peer evaluation submitted after the deadline, results in a 0-score for the entire practical component.
- Penalties for unauthorized or improper use of AI
o The use of generative AI is generally not allowed to be used to generate output for the assignments in this course.
o If for certain parts of the assignments, generative AI is allowed, this will be specified on Canvas.
o In case the students use AI for the allowed parts of the assignment, any use of generative AI must be indicated and referenced appropriately.
o In case students use generative AI for the parts of the assignments where this is not allowed, or do not indicate the use in the parts where it is allowed, this will be considered as plagiarism and will negatively impact the grade.
- Peer assessment
o Students are to evaluate themselves and their members on a number of criteria. The result thereof is an individual correction factor. This correction factor will be used to adapt the group score to the individual level.
o This takes place by correcting the group score to the individual level with a maximum of 10% upward or downward.
o The course holders can always decide to strengthen the correction factor, weaken it, or even to not take it into consideration, in case the submitted peer assessment scores are not reliable. Such a decision will only be taken in exceptional cases, and will always be based on clear argumentation, analyses, extra observations or meetings.
Partial results for the practical component (group assignments) can be transferred to the next academic year, under the condition that a result of minimum 10/20 on this part is obtained. Students that want to transfer the grade of the practical component are to send an email to the course holder and course assistant, ultimately on the fourth Friday of the semester. Students that ask for a grade transfer after this deadline, do not obtain the grade transfer and must retake the practical component.
This offer is part of the following study plans:
Bachelor of Business Economics: Startplan Business Economics
Bachelor of Business Economics: Business and Technology
Bachelor of Business Economics: International Business
Master of Photonics Engineering: On campus traject
Master of Photonics Engineering: Online/Digital traject
Preparatory Programme Master of Science in International Business: Default track
Preparatory Programme Master of Science in Business Engineering: Business and Technology: Default track