Description du cours

Intitulé de l'Unité d'Enseignement

Fundamentals of Marketing

Code de l'Unité d'Enseignement

11UGE50

Année académique

2025 - 2026

Cycle

BAC

Nombre de crédits

Nombre heures

Quadrimestre

Pondération

Site

Montgomery

Langue d'enseignement

Anglais

Enseignant responsable

Godefroid Eric

Objectifs et contribution de l'Unité d'Enseignement au programme

Learning goals of the AA “Marketing” in terms of knowledge and skills
The main objective is the following: acquiring the basic knowledge of modern marketing, from strategic to operational marketing.

At the end of the course, students are expected to be able to:
? Understand the role of marketing in any company and its current challenges
? Understand the whole marketing process aiming at creating value: from the strategic to the operational marketing and master the key concepts.

In terms of competences, students will be able to:
? Master the basic principles of marketing, illustrate these concepts through concrete examples and compare the benefits and disadvantages according to a company specific goal;
? Explain how a company can understand the market and the consumers;
? Develop how a company can segment its market, target one or few segment(s) and build a positioning on its target groups;
? Master how a company can build a competitive advantage by developing a unique value proposition and a strong brand positioning;
? Understand the major trends of today’s marketing and the role of marketers in organizations;
? Translate the marketing strategy into a relevant mix marketing;
? Describe the elements of a mix marketing and develop every variable.

Prérequis et corequis

Participation in the management course, the marketing course, or the seminar requires no prior knowledge. A good command of English (being comfortable with a B2 level) and basic skills in terms of summarizing and synthesizing are highly recommended.

Description du contenu

The course will essentially aim at introducing and explaining the notions and logics of marketing. It will illustrate them with practical examples of various companies and setting them in a context in which the notions of companies, markets and consumers stand out.

Detailed course content :

Course Content
INTRODUCTION
Introduction + Introduction au marketing
Role of marketer in the company
PART I : TODAY’S DYNAMICS & TRENDS
Digital transformation
Customer enpowerment & hyper-personalisation
Purpose-driven brands
PART II : CUSTOMER CENTRICITY AS DRIVER
PART III : STRATEGIC MARKETING
Understand the market
Develop a unique value proposition
Create a strong brand positioning
PART IV : OPERATIONAL MARKETING
6Ps of the marketing-mix
Product
Price
Promotion (Communication) – Digital marketing & Customer Journey
Place (Distribution)
People
Process
CONCLUSIONS

Méthodes pédagogiques

In-person classes with explanations of theoretical concepts illustrated by numerous examples and exercises, linked to current events (advertising campaigns, innovations, social networks, press, etc.).

Marketing Cases studies from the Company world, in Belgium and abroard, will be presented to illustrate the material by presenting concrete topics related to their field of expertise.

It is strongly recommended that students use the reference book to deepen the theoretical foundations covered in class or to further illustrate them. Students can also use artificial intelligence, but it is their responsibility to verify the relevance and accuracy of the content generated by the tool used (it often happens that the information generated is partially or entirely false).

The course is given at a rate of 2 hours per week.

Mode d'évaluation

Written exam : MCQ (Multiple Choices Questions) lasting a maximum of 1 hour (live at the ICHEC), done with a closed book.

Références bibliographiques

The slides covered in class constitute the main support. Students can download these from ICHEC Moodle and annotate them in class. The slides will be made available the day before the course session.

Consulting the reference book is recommended for deepening the concepts seens during the course sessions. This book serves as a reference document, presenting in detail some of the various concepts and theoretical notions that students need to assimilate. The book is a supplement for students but is not mandatory; chapters not covered in class are not part of the exam material. Articles and case studies are also posted on the platform to illustrate and enrich the theoretical concepts presented in the course slides.

It is advised to get the following reference book for deepening the concepts explained in course
“Principles of Marketing for a Digital Age”
Tracy L. Tuten, 2nd Edition or 3rd édition. Sage Education. (English version)
Paper or electronic version.