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 strategies and operations implemented by companies from a societal point of view.

Goals

This course aims to provide students with the essential elements (concepts, strategies, tools, methods, etc.) to:

  1. Understand and analyze issues related to the marketing management of the company;
  2. Reflect on marketing strategies and operations to be implemented in different application cases;
  3. Take a critical step back from marketing and some of its practices.


The objective of analysis and reflection will take precedence over that of implementation and control. The course focuses on strategic marketing over operational marketing (which is the subject of other courses in the master's degree in management sciences). In addition, the basic disciplines (economics, humanities, mathematics, etc.) will often be used to explain the origin of marketing management theories/practices.  


For students of the bachelor's degree in economics-management and management engineering, the course also intends to be integrated, in the same way as the accounting course, into the UEI "Business Plan" (project) of block 2, in the sense that many of the concepts and strategies presented in the course will be used for the project that will be developed within the framework of this UEI. In addition, some tools and concepts directly related to marketing management (marketing plan, growth strategies, market research, etc.) will be addressed as part of the UEI "Business Plan".

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

Teaching methods

A balance is sought between, on the one hand, ex-cathedra teaching, which aims more at the rigorous acquisition of concepts, tools and methods, and, on the other hand, interactive teaching, accentuating the confrontation with business news and the student's personal practice, understanding and critical reflection. Exercise sessions and group work (except for computer science students) should allow students to put their knowledge and skills into practice.

Assessment method

The final grade of the Marketing Management course consists of:

  • 70% for the exam;
  • 20% for the group work (except for computer science students);
  • 10% for the tests (quizzes) carried out during the course.


The exam will be written. It will focus on three aspects:

  • Knowledge and understanding of concepts, strategies, tools and methods.
  • The ability to analyze and synthesize a marketing management problem from business news.
  • The ability to analyze a written advertisement (strategy followed and message).


The examination will cover the subjects taught orally and, where appropriate, certain passages/chapters explicitly cited from the works mentioned in the bibliography.

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

French