Learning outcomes

At the end of this course, the student will be able to:
 
- understand and analyze problems related to the marketing management of the company;
 
- reflect on the marketing policies to be implemented in different application cases;
 
- criticize certain strategies and practices implemented by companies from a societal point of view.

Goals

The goal of this course is to give students the important elements (concepts, strategies, tools, methods...) to: a) understand and analyze the problems related to marketing management; b) think about marketing policies to implement in different practical cases.

Content

The course proposes an introduction to marketing. The first part presents the general aspects to better understand marketing management. What is marketing? What is marketing management? Marketing is situated in its context: the company and the society. Its fundamental principle, i.e., market-orientation, is developed and its process, i.e., strategic planning, is explained.

Then the different steps of marketing management are investigated. First, the analysis step deals with the analysis of the environment, the markets and the competitiveness to better understand the market opportunities of the company. Then the strategic reflection is presented. It involves the development of marketing strategies to identify market segments and targets and to position products. The course ends with the planning of the marketing policies related to each dimension of the marketing mix, i.e., price, product, place and promotion.

Table of contents

Part I: Understanding marketing management and the customer

Part II: Developing marketing strategies

Part III: Planning marketing policies

Assessment method

The evaluation of students will be made by means of a group project and a written examination:

- Group project (25%) involves the analysis of a product. The objective is to allow students to apply the different theoretical aspects developed during classes to a particular product they have chosen.

-Final exam (75%) covers all the topics discussed in the classroom, the chapters of the textbook, the student notes and the articles or case studies presented during class.

Sources, references and any support material

Students have a copy of the slides presented during class. They are invited to complete these slides with their personal notes and the chapters' reading of the following textbook:

Kotler, P., Keller, K., & Manceau, D. (2015), Marketing Management. Paris: Pearson Education (15th edition).

Language of instruction

Français