Marketing Management
- UE code EFASB352
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Schedule
30Quarter 1
- ECTS Credits 5
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Language
Français
- Teacher Decrop Alain
The course provides an introduction to marketing and is divided into three parts. The first part presents a general overview aimed at better understanding marketing and the customer. What is marketing? What is marketing management? Marketing is placed in its context: that of the company and society. Its fundamental principle, namely market orientation, is developed and its process, that of strategic planning, is explained. The second part is devoted to strategic thinking. This is the stage of developing marketing strategies to differentiate and position its product offering in relation to consumer expectations and the competition's offering. Finally, the third part of the course focuses on the marketing policies to be developed at the level of each variable of the "marketing mix", namely the product, price, distribution and communication.
Practical training (involving exercices, case studies, readings of articles) is integrated into the course.
The final written exam (100%) covers all the topics discussed in the classroom, the chapters of the textbook, the student notes, and the articles and case studies presented during class.
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, Ph., Keller, K., Manceau, D., & Hemonnet (2019/2022). Marketing Management. Paris : Pearson Education (16th ed.)
Training | Study programme | Block | Credits | Mandatory |
---|---|---|---|---|
Bachelier en sciences économiques et de gestion (horaire décalé) | Standard | 0 | 5 | |
Bachelier en sciences économiques et de gestion (horaire décalé) | Standard | 3 | 5 |