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Description
In this course, you will learn:
- Identify the marketing rationale in the commercial and non-commercial sectors with which you are confronted as a consumer.
- Explain the four primary operational marketing decisions of product design, distribution channel selection, pricing, and communication medium selection, as well as how these relate to strategic marketing analyses.
- Examine real-world examples of these four fundamental decisions being implemented.
- Examine the ethics of marketing in a critical and informed manner.
Syllabus:
1. First steps
- Strategic marketing and operational marketing
- Market and non-market marketing
- Good versus service
- The notion of need
- The concept of customer
2. The product
- Segmentation
- Targeting and positioning
- Product life cycle
- New products
3. The brand
- The roles of the brand
- Brand name
- Brand equity
4. The distribution
- Offline, online and multichannel distribution
- Dispenser brands
5. The price
- The choice of a price
- The price of new products
- The positioning price and the prestige price
- Price to perceived value
- Price to economic benefit
- Market price and flexible prices
6. Communication
- Communication objectives
- Media advertising
- Digital marketing
7. Meetings with professionals
- The Maes case
- The Coca-Cola case
- The Louvain Cooperation case
- The Lutosa Findus case