06240424 - Principles of marketing

Crédits ECTS 6
Volume horaire total 39
Volume horaire CM 24
Volume horaire TD 15

Responsables

Objectifs

The objective of the class is to cover all the fundamental principles of Marketing in terms of theory and methodology.

CONNAISSANCES A ACQUERIR
The marketing approach The service offer and service specificities
Qualitative et quantitative methodology

COMPETENCES CIBLES
Develop a marketing sensibility
Develop a brand image audit

Contenu

  1. Introduction to marketing
  2. The marketing approach
  3. Segmentation and positioning criteria
  4. The mix marketing
  5. The service offer and its specificities

Bibliographie

OUVRAGES DE REFERENCE :
  • Marketing Management, (2016), Kotler and Keller, Pearson

Contrôles des connaissances

Examen Terminal
Ecrit

Contrôle continu
Notation pendant  les enseignements
Nature des Travaux et pondération : Cas marketing 20% Etude d'image 50 %

Informations complémentaires

MODALITES PEDAGOGIQUES / NATURE DES SUPPORTS
The class requires a high interaction with students. Al the slides will be available online Students will choose a brand they want to study by groups.
They will handle (1) a diagnostic of the brand (SWOT/ target, positioning and brand / mix marketing) (2) a brand image survey based on qualitative and quantitative methodology and (3) concude with some recommendations