Principles Of Marketing

General Data
Academic program	ECAM LaSalle Mechanical and Electrical Engineering Programme			Module Manager(s) : MONAGHAN Erin,WANDER Tali
EC Type : Lectures	Principles Of Marketing (LIIEEng06EPrinciplesMkt)
Lectures : 6h00 Project : 8h00 Individual work : 14h00 Total duration: 14	Status	Period Semester 6	Teaching language : English

General objectives
Define Marketing, its role in a company's strategy and the different aspects it covers Describe the difference between strategic marketing and operational marketing Define and apply the Segmentation Positioning Targeting (SPC ) process Define what Market watch/analysis is, the different components of Market Watch and its key and central role in a Marketing Strategy *Define and apply the Marketing tactics

General objectives

*Define Marketing, its role in a company's strategy and the different aspects it covers
*Describe the difference between strategic marketing and operational marketing
*Define and apply the Segmentation Positioning Targeting (SPC ) process
*Define what Market watch/analysis is, the different components of Market Watch and its key and central role in a Marketing Strategy
*Define and apply the Marketing tactics

Content
As future engineers, Students need to understand the way a company works and how they shall collaborate with different functions. Marketing is a key department in a company, interacting with almost all departments, especially with the R&D and Manufacturing functions. This course is aiming at providing students with a global overview of what Marketing is and how Marketing function is interacting with other departments inside a company. Students will discover the major definitions and tools taught in Marketing. The course will be composed of Lectures and Tutorials. Students will have the opportunity to review and check their understanding of the content as well as their level of knowledge Students will have the opportunity to test and learn how to use Marketing tools during the Tutorials thanks to Group Work activities Eventually they willbe able to implement these learning during the Innovation program that they will go throught during their 4th year

Content

As future engineers, Students need to understand the way a company works and how they shall collaborate with different functions.
Marketing is a key department in a company, interacting with almost all departments, especially with the R&D and Manufacturing functions.
This course is aiming at providing students with a global overview of what Marketing is and how Marketing function is interacting with other departments inside a company.

Students will discover the major definitions and tools taught in Marketing.
The course will be composed of Lectures and Tutorials.
Students will have the opportunity to review and check their understanding of the content as well as their level of knowledge
Students will have the opportunity to test and learn how to use Marketing tools during the Tutorials thanks to Group Work activities
Eventually they willbe able to implement these learning during the Innovation program that they will go throught during their 4th year

Corequis
n/a

Bibliographie
Marketing Management, Kotler et al, 16th edition, Pearson

Assessment(s)
N°	Nature	Coefficient	Observable objectives
1	Explain and analyze concepts and vocabulary around Marketing	50	The project consists of a Group work. Each group will need to prepare a Marketing Plan for a specific product or service.
2	Define and understand concepts around Marketing	50	The Students will be individually evaluated thanks an exam enabling them to validate their Marketing knowledge, their understanding of the words and concepts introduced in class and experimented during the Group Work