Learning outcomes

- to familiarise students with the vocabulary, concepts and theories related to the "operational" practice of marketing; - to help formalise a marketing problem; - to use tools to solve concrete problems related to the implementation of a marketing plan; - to help understand how analytical techniques and the use of computers can improve marketing decision making

Content

As a continuation of the Marketing Management course, this course focuses on the operational and practical aspects of marketing management. It introduces students to understanding and solving marketing problems faced by business. The course is organised according to the marketing research process and focuses on the variables of the marketing mix (4P), i.e. the development, launch and management of a product/service (Product), the definition of the price of a product/service (Price), the choice of a distribution channel and the decision to set up a point of sale (Place) and, finally, the elaboration of a communication policy, its implementation and the study of its effectiveness (Promotion).

Assessment method

The evaluation will cover theoretical aspects (definition, typologies, description...) and practical aspects (case study, exercise...) during a written exam

Sources, references and any support material

Kotler, Ph., Dubois, B., & Manceau, D. (2006). Marketing management. Paris: Pearson Education (12th ed. French translation by Kotler). Evrard, Yves, Bernard Pras, and Elyette Roux (1997), Market: Etudes et Recherches en Marketing, 2nd Ed, Série Connaître et Pratiquer la Gestion, Nathan. Lambin, Jean-Jacques, Chumpitaz, Ruben, & de Moerloose, Chantal (2005). Marketing stratégique et opérationnel: Du marketing à l'orientation marché. Paris: Dunod (6th ed.).

Language of instruction

Français