3 ECTS credits
75 h study time
Offer 1 with catalog number 2021617ANR for all students in the 1st semester
at
a (A) Bachelor - preliminary level.
- Semester
- 1st semester
- Enrollment based on exam contract
- Impossible
- Grading method
- Grading (scale from 0 to 20)
- Can retake in second session
- Yes
- Taught in
- Dutch
- Faculty
- Faculty of Social Sciences & SolvayBusinessSchool
- Department
- Business
- Educational team
- Timothy Desmet
(course titular)
- Activities and contact hours
- 10 contact hours Lecture
8 contact hours Seminar, Exercises or Practicals
57 contact hours Independent or External Form of Study
- Course Content
This course introduces you to the discipline of marketing and market research.
Two parts are herein crucial.
On the one hand, we address the integrated marketing mix, consisting of a toolkit of 4 Ps, to deliver customer value in a profitable and durable way.
On the other hand, we offer tools and techniques in this course to sharpen your skills in market research in practice.
The theoretical frame that is introduced in the lectures forms the basis on which the practice sessions offers exercises on and where the guest lectures provide illustrations on.
- Course material
- Digital course material (Required) : Slides en aanvullend cursusmateriaal zoals ter beschikking gesteld, Canvas
Handbook (Recommended) : Research Methods for Business, A skill-building approach, Sekaran, U. & Bougie, R., 8de, Wiley: UK, 9781119663706, 2020
Handbook (Recommended) : Marketing, De Essentie + MyLab NL toegangscode, Kotler & Armstrong, 14de, Pearson Benelux, 9789043036528, 2019
- Additional info
Slides of lectures, guest lectures and practice sessions will be posted on Canvas (in so far as confidentiality of the information presented in the guest lectures allow for it).
For working students, digiclass recordings of the lectures will be made available – if possible (conditionally), after a first introductory lecture in class, and with a closing Q&A session in class to close.
- Learning Outcomes
-
General Competencies
After this course, the student is able to:
- Understand the role of marketing in business practice;
- Understand and apply concepts, models and jargon pertaining to the integrated marketing mix;
- Identify good and less good examples of the integrated marketing mix in business practice, supported with arguments;
- Fill in an integrated marketing mix for a company or brand, starting from a given marketing strategy;
- Translate an applied marketing research question into an appropriate market research design;
- Translate a market research design from blueprint to specific implementation guidelines;
- Analyse data from a market research (optionally with software package SPSS), at a descriptive level as well as at the level of testing hypotheses;
- Interpret outputs from market research analyses (optionally originating from software package SPSS);
- Formulate managerial advice based on interpreted market research results.
- Grading
-
The final grade is composed based on the following categories:
Practical Exam determines 100% of the final mark.
Within the Practical Exam category, the following assignments need to be completed:
- Assignments
with a relative weight of 100
which comprises 100% of the final mark.
Note: Group assignments and individual assignments
- Additional info regarding evaluation
- The evaluation consists of group assignments and individual assignments. Possibility to apply peer evaluations to differentiate the group score on the WPO to individual scores.
- Participation to each of the group- and individual assignments is compulsory. No alternative replacement assignments will be foreseen in 1st session. Not obeying deadlines/agreements for the assignments result in a zero score for the respective assignment.
- Attending guest lectures is compulsory in as far as the class schedule allows for it.
- Bonus points can (voluntarily) be earned by actively participating in the lectures where bonus questions will be brought about on the one hand, and by participating to scientific market research studies by the department BUSI – ‘Marketing & Consumer Behavior’ on the other hand.
- Allowed unsatisfactory mark
- The supplementary Teaching and Examination Regulations of your faculty stipulate whether an allowed unsatisfactory mark for this programme unit is permitted.
Academic context
This offer is part of the following study plans:
Master of Biomedical Sciences: Management and Business (only offered in Dutch)
Bridging Programme Master of Science in Management: Track 1 (start 2223) (only offered in Dutch)
Bridging Programme Master of Teaching in Economics: Standaard traject (only offered in Dutch)
Preparatory Programme Master of Science in Management: Academische Master (only offered in Dutch)
Preparatory Programme Master of Science in Management: Academische Bachelor (only offered in Dutch)