Aims

This course evaluates the following learning outcomes:

The student

1.a Analyses the environment in which an organisation is active and estimates the influence of environmental factors on the functioning of the organisation.

2.a Understands basic theories, basic terms, and basic concepts of each management domain, in particular with respect to the financial, operational, commercial and organisational activities, and can apply them when solving business problems.
2.l Formulates and evaluates critically the objectives and tools of a marketing planning and strategy.
2.m Analyses the impact of marketing decisions on the level of the market, the organisation and the consumer.
2.t Analyses issues in different management domains on the basis of appropriate theories, concepts and models and proposes a scientifically sound solution.

3.a Detects the impact of regional, national and international environmental factors on corporate policies and estimates the complexity of operating in an international environment when putting together a strategy.
3.b Analyses price-setting and the various pricing strategies for the most important market forms.

4.c Analyses the functioning of organisations and markets in relation to society and its actors.
4.d Uses disciplinary scientific knowledge to solve business economic problems.

More information

The student

• Analyses influences from the meso- and micro-environment and assesses their impact on the company’s ability to create value for the customer (1.a)
• Understands which factors in the macro-environment have an impact on the company and knows how a company can handle those. (1.a)
• Understands basic theories, basic terms, and basic concepts of marketing with respect to customer relationship management, value creation, customer satisfaction and customer equity and can apply them when solving marketing problems. (2.a)
• Formulates the mission and objectives of the strategic marketing plan an evaluates critically how these are reflected in the operational marketing plan. (2.l)
• Analyses issues in marketing on the basis of appropriate theories, concepts and models and proposes a scientifically sound solution. (2.t)
• Detects the impact of regional, national and international environmental factors on the marketing policy and estimates the complexity of operating in an international environment when putting together a strategy. (3.a)
• Has knowledge of major pricing strategies in different types of markets and can apply this to make sound pricing decisions that maximize customer value (3.b)
• Analyses the marketing policy of the organization in relation to society and its actors (4.c)
• Uses disciplinary scientific knowledge to solve strategic and operational marketing problems, in particular with respect to the role of the consumer in those solutions. (4.d)

Previous knowledge

There is no specific preknowledge required for this course.

Identical courses

This course is identical to the following courses:
HTH83A : Marketing (BL)
HSH86A : Marketing
HSA16A : Marketing (B)
HVB07A : Marketing (BL)

Is included in these courses of study

• Bridging Programme: Master of Business Administration / Master in de handelswetenschappen 60 ects.
• Preparatory Programme: Master of Teaching in Economics (Leuven) 45 ects.
• Preparatory Programme: Master of Teaching in Economics (Antwerp) 45 ects.
• Preparatory Programme: Master of Teaching in Economics (Brussels) 45 ects.
• Preparatory Programme: Master of Teaching in Economics (Kortrijk) 45 ects.
• Preparatory Programme: Master of Business Administration / Master in de handelswetenschappen (Antwerp) 75 ects.