Would you like to gain insights into how businesses can effectively position themselves in the market and achieve viral success, tailored to both quantitative and qualitative thinkers? In this course, we will explore strategies for businesses to stand out in an extremely competitive landscape, examine the evolving role of influencers in 2024, and involve students in various hands-on projects. How do we intelligently integrate AI into these processes?

The teaching method follows a three-pronged approach: Inspire, Educate, and Entertain. Each class will feature a wealth of real-life cases, structured insights, and interactive exercises with opportunities for discussion. The goal is for students to not only understand the theory but also apply it practically by creating collaborative projects. This approach ensures that students acquire essential theoretical and analytical knowledge while also preparing them for the dynamic world of business and marketing.

GESTS489 is the core marketing courses in the Master program at the Solvay Brussels School of Economics and Management. It is designed to serve as a review and in-depth study to the theory and practice of marketing (LO 2.1.). We will explore the theory and applications of marketing concepts through a mix of cases, discussions, lectures, guest speakers and a final assignment and business game. We will draw materials from a variety of sources and settings including services, consumer- and business-to-business products. The goal of this course is to help students develop a comprehensive understanding of how marketing strategies can be developed and executed in dynamic and competitive global and digital marketing environments. It is an integrative course that brings together the marketing activities of creating, capturing, and sustaining customer value in a variety of marketing contexts. Students will be exposed to the most recent theories, methods, tools and analytical techniques, as well as current best practices for developing marketing strategies (LO 2.1.).

At the end of the course, students will be able to 

• Master and apply key economic and management concepts, frameworks, and theories in a professional context to identify a business opportunity and create a relevant innovative solution for it (LO 1.2)
• Translate a strategy into an actionable plan including the financial implications of the project (LO 1.4)
• Apply quantitative and qualitative techniques to support data analysis using standard office and statistical software (LO 3.1)
• Adopt a scientific approach to data collection, research and analysis and communicate results using clear, structured, and sophisticated arguments (LO 2.1.)
• Work and communicate effectively as part of a team in an international and multicultural environment (LO 4.1)
• Display critical thinking and develop autonomous learning strategies and techniques (LO 2.2.)

By the end of this course, you will be able to develop a broader scope of marketing, gaining insights that go beyond theoretical knowledge to touch on the real-world application of marketing principles. You will understand both the positive and destructive power of influencers, enabling you to navigate and leverage their impact effectively. You'll learn to identify the Unfair Advantage of any company and create a Marketing Zoonotic, a strategy that spreads ideas like a virus. Additionally, you will gain a deeper understanding of why certain businesses go viral and become more confident in the practical field of marketing, equipped with the skills and knowledge to excel in a dynamic and competitive landscape.

• Lectures (theory)
• Application (exercises, case studies, worksheets, etc.)
• Case Studies
• Guest speeches
• Group & field project (assessment)

All lectures will be in person and structured as follows:

• Inspire – real-life cases
• Educate – framework of the theory
• Entertain – gamifications in small student teams

After every class, you are required to submit the exercises on the spot.

References, bibliography, and recommended reading

Required readings – articles and cases are important and part of the exams! For each part there are 2-3 journal articles and/or cases to read. Please check "L'Université Virtuelle" - "contenu du cours" regularly!

Suggested books:

• Marketing Strategy, Text and Cases by O.C. Ferrell and Michael Hartline, 6^th Edition, Cengage

• Marketing by William M. Pride and O.C. Ferrell, 17^th Edition, Cengage

• Marketing Plan Handbook, 5/E by Marian Burk Wood, 5^th Edition, Prentice Hall

Contacts

• SEE THE PROFESSOR ONLY AFTER THE LECTURE
• SEE ASSISTANT SIMON DUPONT - Simon.Dupont@ulb.be

Campus

Solbosch

Method(s) of evaluation

• Other

Other

Mark calculation method (including weighting of intermediary marks)

• Final individual exam (40%)

A final individual exam will be conducted and includes multiple choice questions. The objective of the exam is to estimate the quality of the knowledge and critical perspectives with respect to the courses on one hand and on the other hand to estimate the capacity to apply concretely concepts taught.

• End project (60%)

The end project will be in groups. 5 students per group.

Language(s) of evaluation

• english