Study programme 2020-2021Français
Principles of Marketing
Programme component of Master's in Management (Charleroi (Hor. décalé)) à la Warocqué School of Business and Economics

Students are asked to consult the ECTS course descriptions for each learning activity (AA) to know what special Covid-19 assessment methods are possibly planned for the end of Q3

CodeTypeHead of UE Department’s
contact details
UW-MC-SCIGES-009-CCompulsory UEGEERTS AngyW727 - Marketing et Communication
  • GEERTS Angy

of instruction
of assessment
HT(*) HTPE(*) HTPS(*) HR(*) HD(*) CreditsWeighting Term
  • Français
Français1812160066.001st term

AA CodeTeaching Activity (AA) HT(*) HTPE(*) HTPS(*) HR(*) HD(*) Term Weighting
W-MAKO-026Principles of Marketing18121600Q1100.00%
Programme component

Objectives of Programme's Learning Outcomes

  • Mobilise expertise in at least one area of management.
    • Mobilise acquired skills in a specific professional environment.
    • Contribute to the development of innovative tools and solutions.
  • Professionally communicate and present original work both orally and in writing.
    • Conduct scientific reasoning on complex or innovative management issues.
  • Act in an international and multicultural context.
    • Assimilate the components of the social and economic environment of a company.
  • In an active and integrated manner, master knowledge in the various fields of management and use them effectively in a professional context.
    • Integrate highly specialised knowledge in different fields of management.
  • Understand interactions between companies and their socio-economic environments.
    • Master and appropriately mobilise knowledge and methodological approaches to understand and explain interactions between companies and their environment.
    • Assimilate the components of the social and economic environment of a company.

Learning Outcomes of UE

At the end of this course, the student will be able to understand the main concepts of marketing. The link with some present marketing issues , the strategies of brands and products are approached through different examples. 
At the end of the course, the students must be able to build an analytical vision of the of the company behavior on the markets and to interpret the marketing  actions within the framework of their brands and products management.
The instruction will also be completed with cases study.


Content of UE

Basis  of Marketing :

I - Defining the marketing 
II - Understanding markets and consumers
III - Developping a strategy
IV - Building the marketing offer
V - Ditributing and promoting the offer
VI - Managing the marketing mix
+ Exercises - case study
+ Group work

Prior Experience

Not applicable

Type of Assessment for UE in Q1

  • Presentation and/or works
  • Oral examination
  • Written examination

Q1 UE Assessment Comments

The evaluation will be based on 
- Written/oral exam 
- Group work 
- exercises made in class

Oral or written examination regarding the number of students and the sanitary situation

Type of Assessment for UE in Q3

  • Oral examination
  • Written examination

Q3 UE Assessment Comments

oral or written examination regarding the number of students and the sanitary situation

Type of Resit Assessment for UE in Q1 (BAB1)

  • N/A

Q1 UE Resit Assessment Comments (BAB1)

Not applicable

Type of Teaching Activity/Activities

AAType of Teaching Activity/Activities
  • Cours magistraux
  • Travaux pratiques
  • Etudes de cas
  • Préparations, travaux, recherches d'information

Mode of delivery

AAMode of delivery
  • Face to face

Required Reading


Required Learning Resources/Tools

AARequired Learning Resources/Tools
W-MAKO-026Armstrong et Kotler (2010), Principes de marketing, Pearson education

Recommended Reading


Recommended Learning Resources/Tools

AARecommended Learning Resources/Tools
W-MAKO-026Presentation slides - Principes de Marketing (A.Geerts) - available on Moodle

Other Recommended Reading

AAOther Recommended Reading
W-MAKO-026Kotler, Keller, Dubois, Manceau,  Marketing Management, 12ème ed., Pearson education

Grade Deferrals of AAs from one year to the next

AAGrade Deferrals of AAs from one year to the next
(*) HT : Hours of theory - HTPE : Hours of in-class exercices - HTPS : hours of practical work - HD : HMiscellaneous time - HR : Hours of remedial classes. - Per. (Period), Y=Year, Q1=1st term et Q2=2nd term
Date de génération : 09/07/2021
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