Marketing: a practical approach

Subjects

Students will be required to prepare a marketing plan for the introduction in the Belgian market of a brand/product typical of their home country.  Students will therefore need to collect all the relevant information with regard to this brand/product in its home market: detailing the brand/product and the home country’s marketing mechanisms, marketing of the brand/product in the home market, etc.

Students will then make a thorough study of the Belgian market, in order to introduce the brand/product in Belgium, adapting the home country’s marketing strategy to the Belgian market.

This study will be conducted under the supervision of the Marketing lecturers.

The student will meet with the Marketing lecturers on a weekly basis in order to have his/her progress assessed. 

Students will study the marketing approach in the Belgian market and make a swot analysis of the brand/product they have chosen to introduce in Belgium. 

They will be asked to develop a complete advertising, promotion and/or direct marketing programme for this brand/product in the Belgian market.

The assignment demands a thorough knowledge of the complicated Belgian media scene(where Flemish, French and German are the official languages, all with their own media). The advertising aspect of this assignment will be coached  by the lecturer Integrated Communications.

Study materials

- PeterMudie; Marketing: an analytical perspective
- Wells, J.Burnett & S. Moriarty; Advertising: principles and practice,  5th ed., Prentice Hall
- Media data and rate cards provided by publishers and media owners

Assessment details

The market analysis and the promotion programme will be presented in a booklet  as well as in an oral power point presentation.
The main objective of this programme is to provide students with a solid foundation in marketing.Emphasis is placed upon the range of strategic decisions currently facing marketing managers and marketing departments, due to the recent development in which marketing decisions are more clearly linked to strategic decisions. Pertinent international, cultural, and ethical issues in the global market are explored throughout the programme.