4 ECTS credits
112 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.

    Note: The written exam consists of exercises and theory questions via open and/or multiple choice questions. For multiple choice questions, higher pass mark (standard setting) applies.

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) can be considered as illustration of  exam questions .
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)