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Business Case en Marketing

  • Teacher(s):   V.Uhlmann  
  • English title: Business Case in Marketing
  • Course given in: French
  • ECTS Credits: 6 credits
  • Schedule: Autumn Semester 2020-2021, 4.0h. course (weekly average)
  •  sessions
  • Related programmes:
    Maîtrise universitaire ès Sciences en management, Orientation Behaviour, Economics and Evolution

    Master of Science (MSc) in Management, Orientation Business Analytics

    Master of Science (MSc) in Management, Orientation Strategy, Organization and Leadership

    Master of Science (MSc) in Management, Orientation Marketing

[warning] This course syllabus is currently edited by the professor in charge. Please come back in a few days. --- For your information only, here is the old syllabus :


In this seminar the students will conduct a marketing project (usually with a market survey) for a company. They will benefit from both an academic and professional coaching.

The project will follw the steps below :

  • definition of the problematic according to the company briefing
  • project planification
  • methodology definition
  • fieldwork
  • reporting and final presentation


The students form working groups of 4-6 persons at the beginning of the semester and one project is assigned to each group according to their preferences.

The projects consist of various marketing issues, such as product or communication development, positioning, competitive analysis, customer acquisition strategy, etc. They are conducted for miscellaneous organisations or companies : local or multinational, small or big sized, fmcg firms or advertising agencies.

For example, we have been working with Nestlé, BCV, RTS, ESL, Logitech, Dr Gabs, Nail Bar and Bader Communication in the past years.

The class sessions will take place on Thursdays from 8:30 to 12:00, following a define timetable. Some sessions will consist of informal discussions or intermediate group presentations, while other will be focused on tool presentations.


No predefined references. The students will work with the documentation and data provided by the company and will have to search relevant information and conceptual inputs related to their project.


The seminar requires an advanced expertise in marketing and the number of participants is limited to 36 students (6 projects x max. 6 persons).

The priority will be given to the students following the Marketing orientation of the MScM program, who will have the opportunity to register during the 1st session. The other students will be accepted depending on the remaining places available.



First attempt

Without exam (cf. terms)  

80% group work (project management, final report, presentation)

20% individual work (individual participation to project + little individual report at the end)

The difficulty level of each project as well as the company satisfaction will be considered for the grade.



Without exam (cf. terms)  

Additional reporting and/or second presentation.

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