Hogeschool Gent
Geraard de Duivelstraat 5 - 9000 Gent
Tel: 09 243 33 33 - E-mail: info@hogent.be
Website: www.hogent.be
Business Project: Marketing Case28498/3977/1718/1/11
Study guide

Business Project: Marketing Case

28498/3977/1718/1/11
Academic year 2017-18
Is found in:
  • International Curriculum, programme stage 3
In other study programme:
  • Bachelor of Business Management as Business project: marketing case
  • Bachelor of Business Management as Business project: marketing case
This is a single course unit.
Study load: 4 credits
Weight: 4,00
Total study time: 100,00 hours
Possible deadlines for learning account: 01.12.2017 () or 15.03.2018 ()

Organisation of education

Teaching Activities, Learning Activities, Assessment Activities
Self-study64,00 hours
Supervised independent work36,00 hours
This course unit is marked out of 20 (rounded to an integer).
Re-sit exam: is possible.
It is not possible to enrol in this course unit under
  • exam contract (to obtain a credit).
  • exam contract (to obtain a degree).
Special admission is required to enrol in this course unit under credit contract.
Co-ordinator: Van Ryssen Stephaan
Other teaching staff: Bruyr Karin, Snijders Dionysius
Language course: No
Languages: English
Scheduled for: Semester 1 or Semester 2

Objectives

This course aims at integrating students’ already acquired separate competences in marketing and SME business management. Strategic marketing insight in business-to-business environments and services will be in the spotlights. Furthermore, digital aspects of marketing communication and distribution will be emphasized. The field of digital products (SAAS, music, video, cloud services…) and digital branding will be explored.
At the end of the course, the students will present a competitive and viable business and revenue model for a SMenterprise in a hybrid environment.

Contents

  • Marketingstrategy: integration of elementary models

  • Application in hybrid enterprises (on- and offline; B2B and B2C; goods and services)
  • Revenu and business models: analyses of existing models and design of alternatives, taking into consideration the limitations of SME businesses.
  • Research in all these fields

Order of enrolment

There are no prerequisites for this course.

Prerequisites

Competences acquired in courses ‘Strategisch Management’, ‘Marketingmanagement’, ‘Businessproject: strategische planning’, ‘Businessproject: implementatie’ and ‘Businessproject: onderhandelen’

Final objectives

1. The student knows and understands the marketing strategies in digital and analogue environments and knows the factors the are at play when entrepreneurs are taking decision on the required mix between online and offline.
Indicators:

  • Recognises and is able to analyse the marketing strategy of an SME
  • Knows and recognises the vital elements of the implementation of marketing strategies
  • Has knowledge of the basic elements of digital markeing and online business

2. The student knows how to explain the differences between B2B and B2C marketing and is able to suggest solutions founded on insight in the motivational processes of buyers and client organisations;
Indicators:

  • Has knowledge of the core concepts of value-analysis, DMU, procurement and supply-chain management, and
  • Knows how to use these concepts for designing marketing activities in an SME

3. Integrates recently acquired strategic and marketing knowledge and is able to apply insights in real life business situations.
Indicators:

  • Understands basic concepts of strategy and is able to apply them to real business situations
  • Has insight in the various trickeries of the marketing mix and is able to apply them in real life business situations
  • Is able to analyse the strategic choices of an existing company from publicly available documents and knows how to pinpoint critical elements and reconsider what the company does.

Organisation of education

• Short lectures on vital concepts of marketing, strategy, and research to reliven previously acquired insights
• Students have access to a set of online movies (through the library services of HoGent) in which the basic concepts are explained once more.
• Short individual and group assignments about specific questions students might have (individual learning aims)
• An integrated group project which leads to a marketing plan for an SME, with extra attention to sectorial analysis, competition analysis and the digital aspects of marketing.

Study guidance

Students can ask for an inividual consultation on subjects relating to the course or the project.

Evaluation

  • First exam opportunity:
    • non-period bound evaluation: 100% assignment based assessment, individual and group. No peer evaluation
    • period bound evaluation: /
  • Second exam opportunity:
    • 100% individual assignment

Study costs

Textbook at regular price. Some travelling costs with private or public transportation in the region of East and West Flanders.

Key words

Marketingmanagement, Business-to-Business marketing, E-marketing
IWETO-code: s190 bedrijfsbeleid, s191 marktstudie