Artesis Plantijn Hogeschool Antwerpen
Management en Communicatie
campus Meistraat
Meistraat 5 - 2000 Antwerpen
T +32 3 220 55 20 - F +32 3 220 55 59
mc@ap.be
Project: marketing 214448/1695/1920/1/85
Study guide

Project: marketing 2

14448/1695/1920/1/85
Academic year 2019-20
Is found in:
  • Bachelor of Business Management, programme stage 2
    Specialisation:
    • Marketing
This is a single course unit.
Study load: 6 credits
It is not possible to enrol in this course unit under
  • exam contract (to obtain a credit).
  • exam contract (to obtain a degree).
Co-ordinator: Janssens Anny
Languages: Dutch
Scheduled for: Semester 2
This course unit is marked out of 20 (rounded to an integer).
Possible deadlines for learning account: 09.03.2020 ()
Re-sit exam: is possible.
Possibility of tolerance: This course unit is eligible for tolerance according to the criteria as determined by the degree programme you are enrolled in.
Total study time: 156,00 hours
Total cost price activities: € 200,00

Prerequisites

previously registered for Project: marketing 1 OR to be taken together with Project: marketing 1.

Short description

More information can be found in the complementary booklet for this subject.

Prerequisite competencies (text)

Knowledge of Marketing, Market Research, ICT and Project delivery

Learning outcomes (list)

The student refers to professional sources
The student is able to serach indepedently for data
The student is familiar with current office software
The student shows a critical attitude when processing collected information
The student is proficient with the current IT-applications
The student masters principles of business economics and law
The student develops a swot analysis for a chosen brand
The student is customer focused
The student is customer focused.
The student supports management within the marketing context
The student develops a swot analysis for a chosen brand
The student discusses the similarities and differences in marketing and distribution approach between Belgium and the Netherlands (this within the chosen FMCG market and brand)
The student is able to apply the course content to real and fictitious cases

Course content

Task 1: In groups of 2, the students choose one brand in the FMCG market (not the market leader) and study the market position, challenges and opportunities of this brand. All aspects of Marketing are covered: market, distribution, market share, prices, promotion, positioning, advertising,... All these aspects are described and researched from the brand's perspective: the targets are set and a limited marketing plan is prepared. 

Task 2: A compairison of the Belgian and Dutch distribution 

A. The same FMCG market is studied in 5 Dutch stores: brands, presentation, promotion, packaging,...

B. The students observe the differences between both markets

C. By means of a market research, the Dutch consumer behaviour is evaluated and compared with the Belgian consumer.

Task 3: Project Marketing with Haute Ecole Condorcet de Mons. During this 4 day project, the students of Mons will be visiting us for 2 days and we will be visiting them for the other 2 days. 

Study material (list)

Mandatory€ 35,00
  • Author: Marc De Laet / Pol Toye
Mandatory
  • Author: Philip Kotler, Gary Armstrong, Lloyd C. Harris & Nigel Piercy

Educational organisation (list)

Learning Activities
Lectures and / or tutorials33,00 hours
Practicum123,00 hours
Workplace training and / or internship

Evaluation (list)

Evaluation(s) for first exam chance
MomentForm%Remark
Semester 2Project assignment80,00Verslag en mondelinge evaluatie. Zie studiewijzer.
Aanwezigheid is verplicht. Na meer dan 2 ongewettigde afwezigheden krijgt de student een 0 op dit opleidingsonderdeel.
Evaluation(s) for re-sit exam
MomentForm%Remark
2nd examination periodProject assignment80,00Verslag en mondelinge evaluatie. Zie studiewijzer
Evaluation(s) for both exam chances, not reproducible in re-sit exam
MomentForm%Remark
Semester 2Continuous project assignment (Permanent evaluation)20,00