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.

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
English
Faculty
Faculty of Social Sciences & SolvayBusinessSchool
Department
Business
Educational team
Kim Willems (course titular)
Francesca Lemmens
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) : Principles of Marketing, Global edition, Kotler P. & G. Armstrong, 18th, Pearson Education Limited, 9781292341132, 2020
Digital course material (Required) : Slides and assignments on Canvas, Canvas
Additional info

Teaching Methods

  • Lecture: collective contact-dependent moments during which the lecturer engages with learning materials
  • Seminar, Exercises or Practicals (Practical): collective or individual contact-dependent moments during which the students are guided to actively engage with learning materials
  • Independent or External Form of Study (Self): independent study

This description of the teaching methods is indicative, in order to assess the expected study load.

Class lectures (HOC): 30h

  • theoretical class lectures: 24h (12 x 2h,  including one ‘Q&A’-session)
  • marketing testimonials: 6h (3 x 2h testimonials by top marketeers)

Practical sessions (WPO): 7h

  • classical sessions with feedback on groupassignments I & II: 4h (2 x 2h)
  • classical sessions with student group presentations (group assignment III): 3h

Self work and study (ZELF): 117h

  • keeping up with the course material during the semester in the handbook, à rato of 3h per lesson: 33h (11 x 3h)
  • WPO group assignment I: 12h
    • individual preparations: 4h
    • group discussion: 4h
    • finalising assignment: 4h
  • WPO group assignment II: 12h
    • individual preparations: 4h
    • group discussion: 4h
    • finalising assignment: 4h
  • WPO group assignment III: 20h
    • finding and discussing news articles: 4h
    • individual preparations: 4h
    • group discussion: 4h
    • finalising assignment: 4h
    • voorbereiding presentatie: 4h
  • preparing for the exam: 40h (5 days of 8h)
Learning Outcomes

General competences

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
  • 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.

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

  • Practical Exam with a relative weight of 25 which comprises 25% of the final mark.

Additional info regarding evaluation

25% of the total grade can be earned on the basis of the practical part of the course (i.e., group assignments, with peer assessments) and 75% of the total grade can be earned on the basis of the exam, which is individual, closed-book, containing both open- and multiple choice questions. For the multiple choice questions, a guessing correction will be applied, whereby +1 is given for a correct answer, -1/3 for a wrong answer, and 0 for no answer.

Participation in the practical part of the course (i.e., group assignments) is compulsory. No replacement assignments will be provided. If the student does not participate to both parts of the evaluation, an ‘absent’ will be given (and no score for the course as such). The practice sessions (and related group assignments) cannot be retaken in second session. The partial result for this part of the course evaluation will be transferred to second session.

The practice sessions (and related group assignments) cannot be retaken in second session. The partial result for this part of the course evaluation will be transferred to second session.

The partial result for the practice sessions part (group assignments) will be transferred to the next academic year, under the condition that a result on this part is obtained of minimum 10/20. The student that however does want to retake the practice sessions part (group assignments) is to send an email to the course holder ultimately on the date of the first class session of the course in the corresponding academic year. 

For individual grading on the group assignments, peer assessments can be used. 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 (i.e., the intrinsic value of the group work) to the individual level. This takes place by correcting the group score with a maximum of 10% (upward or downward) to the individual level. When a student does not complete the peer assessment by the given deadline, the course holder can decide to apply the maximum downward correction of the group score. The course holder’s decision has priority and the course holder can 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 normally only be taken in very exceptional cases, but will always be based on clear argumentation, analyses and/or extra observations or meetings.

The deadline for submitting your group composition on Canvas (for the group assignments) is Friday of the 2nd lecture week of the 2nd Semester.

For more information on the specific organization of this course: see Canvas.

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 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