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 marketing course aims to provide students with the essential elements (concepts, strategies, tools, methods, etc.) to:
a) understand and analyze problems related to the marketing management of the company;
b) reflect on the marketing policies to be implemented in different application cases.
 
The analysis and reflection dimension will take precedence over that of implementation and control. The course favors strategic marketing over operational marketing (which is the subject of other courses in the master's degree in management sciences). In addition, basic disciplines (economics, human sciences, mathematics, etc.) will often be used to explain the origin of marketing management theories/practices.

Content

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.

Table of contents

PART 1: UNDERSTANDING MARKETING AND THE CUSTOMER
 
1. Marketing in the 21st century
2. Developing a marketing strategy and plan 
3. Satisfying and retaining customers through value 
4. Understanding consumer behavior 
 
PART 2: DEVELOPING MARKETING STRATEGIES
 
5. Segmenting the market and choosing targets 
6. Defining positioning 
7. Developing brand equity 
8. Facing the competition
 
PART 3: PLANNING MARKETING POLICIES
 
9. Product policy
10. Pricing policy 
11. Communication policy 
12. Distribution policy 

Exercices

Practical training (involving exercices, case studies, readings of articles) is integrated into the course.

Assessment method

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.

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, Ph., Keller, K., Manceau, D., & Hemonnet (2019/2022). Marketing Management. Paris : Pearson Education (16th ed.)  

Language of instruction

Français