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.
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:
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:
Within the Practical Exam category, the following assignments need to be completed:
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 higher pass mark will be applied. There will be no points deducted for wrong answers, but a higher pass mark applied. More information on the exact pass mark can be found on Canvas.
Participation in the practical part of the course (i.e., group assignments) is compulsory. The deadline for submitting your group composition on Canvas (for the group assignments) is Friday of the 2nd lecture week of the 2nd Semester. No replacement assignments will be provided. The evaluation of the practical assignments is based on contribution to the group assignments, links made with the course theory, attendance of class meetings, and presentation skills. The use of generative AI is not allowed to be used to generate output for the assignments in this course. Attendance to the sessions provided by guest lecturers is also expected and is strongly recommended in preparation of the exam.
For individual grading on the group assignments, peer assessments will 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 2 points (upward or downward) to the individual level. This means that a group score of 18/25 could be corrected to either maximum of 20/25 or a minimum of 16/25. 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.
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 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 more information on the specific organization of this course: see Canvas.
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