4 ECTS credits
103 h study time
Offer 2 with catalog number 1000303ANR for all students in the 2nd semester
at
a (A) Bachelor - preliminary level.
- Semester
- 2nd 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
- Nanouk Verhulst
(course titular)
Felitsa Anne-Marie Rademakers
- Activities and contact hours
- 30 contact hours Lecture
73 contact hours Independent or External Form of Study
- Course Content
Each of us experiences the results of marketing on a daily basis. In this course, we provide an overview of the basic concepts and activities within the field of marketing. What is marketing? And which role can marketing play in a company? This course will provide you with a general introduction to the principles of marketing.
Concepts such as segmentation, targeting, and positioning play a crucial role hereby, as well as the instruments in the marketing mix, being product, price, promotion, and place.
We start from a description of the marketing discipline, we address marketing strategies, and frame marketing within the overall business strategy. Doing so, we particularly pay attention to, among others, analysis of the marketing environment. We focus on buying behavior of both consumers and of companies, and we examine how a marketing strategy can be developed and implemented in a durable way (internationally).
- Course material
- Handbook (Required) : Principes van marketing, Kotler, P., Armstrong, G., Harris, L.C. & N. Piercy, 8ste, Pearson, 9789043038065, 2021
Digital course material (Required) : PowerPoint Slides, Canvas
Digital course material (Recommended) : Zelfstudieopdrachten & cases, WPO-opgaves zijn enkel vereist studiemateriaal voor 6 ECTS marketing en louter aanbevolen voor 4 ECTS marketing, Canvas
- Additional info
Not applicable
- Learning Outcomes
-
General competencies
The purpose of this course is to provide students with the competences to:
- Have a decent insight in the foundation and terminology of the marketing discipline
- Have developed problem-solving thinking skills, pertaining to marketing issues, by applying the theoretical concepts and frameworks addressed in this course
- Grading
-
The final grade is composed based on the following categories:
Written Exam determines 100% of the final mark.
Within the Written Exam category, the following assignments need to be completed:
- Written Exam
with a relative weight of 100
which comprises 100% of the final mark.
- Additional info regarding evaluation
- Attendance to sessions provided by guest lecturers is expected and is strongly recommended in preparation of the exam.
- During the semester, bonus questions may be asked.
- The practical assignments (available on Canvas) and attendance to the class sessions regarding the practical assignments is ONLY compulsory for students taking the Marketing course for 6 ECTS. For students in the 4 ECTS course, these assignments may (without obligation) be considered as illustration of how the open exam questions are going to look like.
- 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:
Bachelor of Psychology: Profile Profile Work and Organisational Psychology (only offered in Dutch)
Bachelor of Psychology: Profile Profile Clinical psychology (only offered in Dutch)
Bachelor of Computer Science: Default track (only offered in Dutch)