06240169 - Marketing

This course 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.

TARGETED KNOWLEDGE 
Understand the marketing process.
Know how to use major marketing tools.

TARGETED SKILLS
Apply marketing tools.
Elaborate a marketing plan.

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

BOOKS USED AS REFERENCE:
KOTLER, P. and ARMSTRONG, G. (2015), Principles of Marketing, 16th ed., Harlow, Pearson Education.

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.

Final Exam
Written, 1 hour

Continuing Examination
In class examination
Presentation of case-study

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