|Course code module||FTEBABK230|
|Study load (hours)||168|
|Instructor(s)||Walter van Waterschoot|
|Language of instruction:||Dutch|
|Semester exam information:|
|Contract restriction information:|
2. Objectives (expected learning outcomes)
The aim of this course is to make Erasmus/Socrates students familiar with the most important behavioural laws and mechanisms of consumer and organizational markets, the main vocabulary of marketing management, its main decision areas and the main decision instruments and analytical tools.
3. Course content
The course will be structured along the following topics: marketing concept, market orientation, buyer behaviour, marketing research, marketing mix concept, product strategy, pricing strategy, communication strategy, distribution strategy and promotion tactics.
4. Teaching method
Direct contact: Lectures
Personal work: Assignments - individualCase studies - in groupSupervised self-study
5. Assessment method
Exam: Closed bookMultiple choiceOpen questions
Continuous assessment: Case studies
6. Compulsory reading – study material
Keith Blois (Editor), The Oxford Textbook of Marketing,
Oxford University Press, 2000.
7. Recommended reading - study material
laatste aanpassing: last update: 30/03/2007 14:30 ann.aerts