Marketing - Vente

06240003 - Marketing opérationnel

Niveau de diplôme Licence - Semestre 6
Crédits ECTS 4
Volume horaire total 39
Volume horaire CM 24
Volume horaire TD 15

Formations dont fait partie ce cours


Marketing is the core of an operating business. It is an organizational philosophy and a set of guiding principles for interfacing with customers, competitors, collaborators, and the environment. Marketing entails planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services. It starts with identifying and measuring consumers' needs and wants, assessing the competitive environment, selecting the most appropriate customer targets and developing marketing strategy and implementation programs for an offering that satisfies consumers' needs better than the competition. Marketing is the art and science of creating customer value and market place exchanges that benefit the organization and its stakeholders. Last semester, you were introduced to marketing strategy. This semester, you will learn to act on the plans you can now design, through the study of the marketing mix (4Ps: product, price, place and promotion).


1- Product Mix
2- Price Mix
3- Place Mix
4- Promotion Mix


  • Armstrong, Gary, Kotler, Philip & Opresnik, Marc O. (2016) Marketing: An Introduction. 13th Global ed. England: Pearson.
  • Guéguen, Nicolas (2013) 100 petites expériences de psychologie du consommateur : Pour mieux comprendre comment on vous influence. 2ème ed. Paris : Dunod.
  • Kapferer ; Jean-Noël (2008) The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term. 4th ed.
  • UK: Kogan Page.
  • Kotler, Philip., Armstrong, Gary, Harris, Lloyd C. & Piercy, Nigel (2013) Principles of Marketing. 6th European ed. England: Pearson.
  • Kotler, Philip, Keller, Kevin et Manceau, Delphine (2015) Marketing Management. 15ème ed. France : Pearson.
  • Lendrevie, Jacques et Lévy, Julien (2014) MERCATOR : Tout le marketing à l’ère numérique. 11ème ed. Paris : Dunod.
  • Lewi, Georges & Lacoeuilhe, Jérôme (2007) Branding Management : La marque, de l’idée à l’action. 2ème ed. Paris: Pearson.
  • Van Laetthem, Nathalie & Moran, Stéphanie (2010) La Boîte à outils du chef de produit. Paris : Dunod.

  • Online marketing dictionnaries (French and English):

Contrôles des connaissances

Final Exam
Written (2h)
Final exam: 60% Case study

Continuing Examination
Written Exam  (30 min)
Nature of student work and proportion weight:
  • Tutorial exam: 40%
  • Group Presentation: 50%
  • Tutorial exam: 50%

Informations complémentaires

Marketing Strategy