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.

Contents

Key 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

References

Compulsory 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 : -
- Maximum number of projects admitted for this course : 0
- Deadline for applying to course professor for project : -
- Deadline for submitting finished project : -
- Method of evaluation (including resit options) : -
- Other information : -

Evaluation

First attempt

Exam:

Written 2 hours

Documentation:

Allowed

Calculator:

Allowed

Evaluation:

The final grade will be based on an individual written exam, consisting of multiple choice questions. The exam is based on the knowledge developed during the course (class, textbook, slides, activities, extra material). During the term, team activities will be proposed. If a student validates all the team activities throughout the term, a participation grade of 0.5 will be added to their final grade. This participation grade will be valid for the exam sessions of the current academic year.

Retake

Exam:

Written 2 hours

Documentation:

Allowed

Calculator:

Allowed

Evaluation:

The retake session exam will consist of multiple choice questions. The participation grade earned during the term remains valid for the retake.