6 ECTS credits
154 u studietijd
Aanbieding 1 met studiegidsnummer 1021457ANR voor alle studenten in het 2e semester met een inleidend bachelor niveau.
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).
Teaching Methods
This description of the teaching methods is indicative, in order to assess the expected study load.
Class lectures (HOC): 30h
Practical sessions (WPO): 7h
Self work and study (ZELF): 117h
The purpose of this course is to provide students with the competences to:
De beoordeling bestaat uit volgende opdrachtcategorieën:
Examen Schriftelijk bepaalt 75% van het eindcijfer
Examen Praktijk bepaalt 25% van het eindcijfer
Binnen de categorie Examen Schriftelijk dient men volgende opdrachten af te werken:
Binnen de categorie Examen Praktijk dient men volgende opdrachten af te werken:
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.
Deze aanbieding maakt deel uit van de volgende studieplannen:
Bachelor of Business Economics: Startplan Business Economics (enkel aangeboden in het Engels)
Bachelor of Business Economics: Business and Technology (enkel aangeboden in het Engels)
Bachelor of Business Economics: International Business (enkel aangeboden in het Engels)
Master of Photonics Engineering: On campus traject (enkel aangeboden in het Engels)
Master of Photonics Engineering: Online/Digital traject (enkel aangeboden in het Engels)
Voorbereidingsprogramma Master of Science in International Business: Standaard traject (enkel aangeboden in het Engels)
Voorbereidingsprogramma Master of Science in Business Engineering: Business and Technology: Standaard traject (enkel aangeboden in het Engels)