Advanced topics in Marketing 

Duration

30h Th

Learning unit contents

Advanced Topics in Marketing has been designed to enable you to complete an in-depth analysis (Literature review) of a current or emerging marketing issue. The exploration of your own research area combined with an appreciation of related topics should provide you with a good knowledge of a variety of specialist domains in the dynamic field of marketing.

Learning outcomes of the learning unit

Although topics may vary according to current marketing environment and special interests/experience of the lecturer and/or the students, the overall aim of this course is to study current or emerging issues in areas of marketing such as: sustainability, digitizing products and services, digital customer experience, data-driven marketing strategies, the sharing economy, platforms/ecosystems, scarcity, value co-creation…

The course is highly interactive in that you will be required to demonstrate your ability to analyse, write about, and visually and orally present information to others on advanced topics in marketing. Additional value of the course is in developing skills for finding relevant and high-quality literature, using referencing software, and writing and speaking in English for an academic audience.

Prerequisite knowledge and skills

Operational and Strategic Marketing

Mode of delivery (face-to-face ; distance-learning)

Participants will be divided into small teams or work individually. Each team or individual participant will select a topic, either provided by the professor, or of their own interest. Each team or individual will write and present a comprehensive paper (max. 20 pages) based on the most current marketing literature (recent high-quality journal articles & books) dealing with the selected topic.

The learning format will be informal interactive sessions, rather than formal “ex cathedra” type lectures.

Time distribution:

• Lecture: 4 hours
• Project in team: 84 hours
• Presentations: 8 hours

Recommended or required readings

There is no obligatory textbook for this course.

Relevant course material will be made available online: http://lola.hec.ulg.ac.be/.

Assessment methods and criteria

Your course grade will be determined by the Research Paper (75%), and the Oral Presentation (25%).

Organizational remarks

If you want to follow this course, please contact Professor Willem Standaert beforehand at willem.standaert@uliege.be and share:

1) Topic of your research (Title of your thesis and supervisor(s))

2) Your background in Marketing (relevant educational and/or company experience)