Marketing Online

Project Leader

Prof. Dr. Ghislaine Cestre
ghislaine.cestre@hec.unil.ch
Faculté des HEC
Université de Lausanne
BFSH1
1015 Lausanne

Project Coordinator

Dominique Marguerat
dominiqueolivier.marguerat@hec.unil.ch
HEC
Université de Lausanne
Enseignement et recherche , BFSH1
1015 Lausanne

Project Partners

Summary

The project consists in proposing a distance learning facility for students in Management, in the area of Marketing Fundamentals and of Strategic Marketing. The modular format enables students to custom-use the material and resources within this interactive environment to meet their own needs: knowledge acquisition and consolidation through applied, interactive approaches). Students are guided through the hypermedial organised knowledge pool, studies of real business situations, and self assessment tools. The interactive approach is fundamentally adaptive, providing different levels of sophistication to meet different training level requirements. The project combines the different partners' areas of marketing specialization. It consists of 2 separate courses which may be used to replace or complement existing courses. Marketing Basics takes into account the expected progression into strategic issues, and Strategic Marketing builds on fundamental concepts, with a few refreshers to facilitate the students progression. Exercises, situation analyses, scenario building, testimonials, internet links makes the environment lively. Interactivity is encouraged by setting up forums and chats. The project thus allows to bring students to experience, in an interactive, modular, progressive and adaptive manner, the elaboration of marketing in action. The project brings together 7 partners from 5 universities (Lausanne, Basel, Bern, Fribourg and Geneva).