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IAE Lyon

Epas AccreditedUniversité de Lyon

Accueil : iaelyon School of Management / Formation

06240157 - Marketing Management

  • Version PDF
Crédits ECTS 3
Volume horaire total 32
Volume horaire CM 32

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Objectifs

This course is divided into two parts:
The first part concerns the marketing function in companies. Major marketing tools are presented, and the elaboration of a marketing plan is explained: preparation of an internal and external analysis, development of a marketing strategy and marketing-mix decisions.
The second part concerns the application of marketing principles in a global environment. International marketing strategies and international product, pricing, distribution and communication policies will be discussed.

TARGETED KNOWLEDGE
  • Understand the marketing process.
  • Know how to use major marketing tools.
  • Understand the effects of economic globalisation on marketing decisions.
  • Be aware of advantages and drawbacks associated with different international marketing strategies.
  • Gain knowledge of market entry strategies.
  • Gain an appreciation of the diversity of the international business environment.

TARGETED SKILLS
  • Apply marketing tools.
  • Elaborate a marketing plan.
  • Develop the ability to undertake international market studies.
  • Take marketing decisions (marketing strategy, marketing-mix) in an international perspective.

Contenu

Part 1:
1. Role and definition of marketing
2. Market analysis
3. Segmentation, targeting and positioning
4. Marketing-mix decisions
5. The marketing plan

Part 2:
1. Major Dimensions of International Marketing
2. International Market Research
3. Market Entry Strategies
4. International Product Policy
5. International Pricing Policy
6. International Distribution Policy
7. International Communication Policy
8. Organisation of International Activities

Contrôles des connaissances

In class Examination:
Nature of student work and proportion weight: Written (50%) and oral (50%) presentation of case-study.

Bibliographie

BOOKS USED AS REFERENCE:
  • GHAURI, P. N. and CATEORA, Ph. R. (2014), International Marketing. European Edition, 4th ed., McGraw-Hill.
  • KOTLER, P. and ARMSTRONG, G. (2015), Principles of Marketing, 16th ed., Harlow, Pearson Education.
  • USUNIER, J.-C. and LEE, J. (2012), Marketing Across Cultures, 6th ed., Harlow, Prentice Hall.

ADDITIONAL READINGS:
  • HERTRICH, S. and MAYRHOFER, U. (2017) (eds.), Cas en Marketing, 2nd ed., Cormelles-le-Royal, Editions Management & Société.

EMBLEMATIC BOOKS OR RESEARCH PAPERS REGARDING THE SUBJECT OF THE COURSE
  • KOTLER, P. and KELLER, K. L. (2015), Marketing Management, 15th ed., Harlow, Pearson Education.

PUBLICATIONS OF THE iaelyon FACULTY REGARDING THE SUBJECT OF THE COURSE
  • MAYRHOFER, U. (2012), Marketing International, 2nd ed., Economica.
  • MAYRHOFER, U. (2015), Marketing, 5th ed., Paris, Editions Bréal, Coll. Lexifac.

Informations complémentaires

TEACHING METHODS

The format of the class includes lectures, class-discussion, and case-studies. It is aimed to be interactive and the students are invited to participate actively.

Ce cours fait partie des formations suivantes :

International MBA (IMBA, Executive MBA)

Niveau d'entrée : Bac + 3
Semestre :  -  UFR : iaelyon School of management

International MBA (IMBA)

Niveau d'entrée : Bac + 3  |  Niveau de sortie : Bac + 5
Semestre :  -  UFR : iaelyon School of management


Renseignements pratiques

iaelyon School of management
Université Jean Moulin
6 cours Albert Thomas
BP 8242
69355 Lyon cedex 08

Tél. : (33) 04 78 78 70 66Site web

Equipe pédagogique

Responsable

Mayrhofer Ulrike

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L'iaelyon dispose d'un outils de gestion des offres de stages et d'emplois à destination des étudiants (CVthèque et annuaire des diplômés) et des entreprises (dépots des offres, consultation des CV).
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Mise à jour : 14 novembre 2016