Principes de marketing
- Teacher(s): S.Czellar
- English title: Principles of Marketing
- Course given in: French
- ECTS Credits: 6 credits
- Schedule: Autumn Semester 2021-2022, 4.0h. course (weekly average)
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sessions
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course website
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Related programmes:
Bachelor (BSc) in Economic Sciences
Bachelor of Science (BSc) in Economics
Bachelor of Science (BSc) in Management -
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Objectives
The objectives of this course are to acquire the key concepts about marketing, the way a company manages its relationship with consumers and elaborates its offer in order to optimise its position in a competitive environment. The purpose is to help students understand and develop a marketing plan and market research by integrating components of the marketing mix, and by taking sound, sustainable and ethical decisions. It also aims to challenge some basic concepts in order to stimulate critical thinking when searching for solutions to concrete problems.
ContentsKey concepts of marketing – Corporate strategy and marketing planning – Methodological aspects of market research – Consumer behaviour – Market segmentation, targeting and positioning – Product management - Brand management - Services marketing– New product development and life cycle management – Pricing strategies – Distribution management – Communication management - Online marketing ReferencesCompulsory reading of the following textbook: Armstrong, Gary, Philip Kotler, Emmanuelle Le Nagard-Assayag, Thierry Lardinoit, Raphaëlle Butori, Delphine Dion, et Frédéric Oble (2019). Principes de Marketing. Paris, Pearson Education, 14th edition. Term project- Type of project : - EvaluationFirst attempt
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