Marketing

6 ECTS credits
154 h study time

Offer 2 with catalog number 1000309ANR 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
7 contact hours Seminar, Exercises or Practicals
117 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 businesses, and we examine how a marketing strategy can be developed and implemented in a sustainable 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) : Zelfstudieopdrachten & cases, Voor 6 ECTS-Marketing; WPO-opdracht, Canvas
Digital course material (Required) : PowerPoint Slides, Canvas

Additional info

Not applicable.

Learning Outcomes

General competencies

After this course, you should:

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
Have further improved your team work skills

Grading

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:

Written Exam with a relative weight of 75 which comprises 75% of the final mark.

Note: Voornamelijk theorie: multiple choice en open vragen. Voor de multiple choice vragen is giscorrectie (+1= juist antwoord; -1/3 = fout antwoord) of standaard setting (= hogere cesuur) van toepassing.

Within the Practical Exam category, the following assignments need to be completed:

WPO Assignment with a relative weight of 25 which comprises 25% of the final mark.

Note: Toelichting WPO: De deadline voor het inschrijven in een WPO groep = laatste dag van de 2de week van het 2de semester (week 23)
Voor de totstandkoming van de individuele quotering op het groepswerk zal gebruik gemaakt worden van een peer assessment (verplicht).
Studenten dienen hierbij zichzelf en medegroepsleden te beoordelen op een aantal criteria.
Het resultaat hiervan is een individuele aanpassingsfactor. De aanpassingsfactor zal gebruikt worden om het groepspunt (= de inherente waarde van het
groepswerk) te individualiseren. Dit gebeurt door het groepspunt te vermenigvuldigen met de aanpassingsfactor.
Het groepswerk wordt gequoteerd op xx/25, en heeft een gewicht van 25 % in de quotering van het
hele opleidingsonderdeel. Als een student geen peer assessment invult binnen de gestelde deadline, kan de docent beslissen om
de maximale aftrek van punten te hanteren. De docent heeft steeds het laatste woord en kan beslissen om de aanpassingsfactor te versterken, af te zwakken, of er zelfs helemaal geen rekening mee te houden, indien de bekomen scores niet
betrouwbaar blijken te zijn. Deze beslissing zal in principe slechts in uitzonderlijke gevallen genomen worden, maar zal steeds
gebaseerd zijn op duidelijke argumenten, analyses, en/of extra observaties/gesprekken.

Impact peer-evaluatie: Een student kan maximum 2 punten bijkrijgen, of 2 punten afgetrokken worden (t.o.v. het groepspunt /25 op het
groepswerk) o.b.v. de peer assessment. Bv 20/25 kan 18/25 of 22/25 worden.

Additional info regarding evaluation

The practical assignment is compulsory for students taking the Marketing course for 6 ECTS. The evaluation of the practical assignments is based on contribution to the group assignments, links made with the course theory, attendance of class meetings, respecting deadlines, and presentation skills. There are no replacement assignments foreseen.

Attendance to sessions provided by guest lecturers is also expected and is strongly recommended in preparation of the exam.

During the semester, bonus questions can be asked.

The WPO-assignment cannot be redone in the second exam session. The score on the WPO-assignment will automatically be transferred to the second exam session. WPO-assignment scores of at least 10/20 can also be transferred to a new academic year. However, this needs to be applied for via an email directed to the professor at the beginning of the new academic year and ultimately before the deadline of the new WPO group-compositions.

You can only pass this course if you particpate in both the exam and the WPO-assigment. If you only particpate in one out of those two you will get 'absent' on the total score for this course.

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