06240536 - Marketing stratégique et digital

Crédits ECTS 3
Volume horaire total 21
Volume horaire CM 21

Responsables

Formations dont fait partie ce cours

Objectifs

This is a first step to define and understand marketing. Then define what issues and marketing trends for companies today. After identifying the needs of the business, we deepen the big key elements of strategic marketing and operational marketing. We present the different qualitative and quantitative marketing techniques to study the market and understand the behaviors and expectations of consumers. Finally, having highlighted the marketing limitations we conclude by today's developments in marketing (street marketing, experiential marketing, sensory marketing, ...).

TARGETED KNOWLEDGE
Know the basic marketing concepts
  • Understand how marketing is changing over time
  • Understand the importance of marketing for businesses and consumers
  • Know how to integrate a company's marketing orientation with these strategic objectives and organizational structure
  • Be able to develop a marketing plan.

TARGETED SKILLS
Understand the market environment
  • Being able to develop the four key elements of operational marketing: product, price, distribution and communication
  • Being able to conduct strategic marketing thinking: managing product evolution protefeuille, the company's market position, ...
CSR DIMENSION
Deontology and ethics in the development of a marketing policy

Contenu

1 - Marketing : base strategy and evolution
1.1. Definition and concept
1.2. Evolution of the concept
1.3. State of Mind
1.4. Operational marketing
1.5. Strategic marketing
1.6. Qualitative and quantitative techniques for marketing
1.7. Marketers limits
1.8. Permanent evolution

2 - Strategic digital marketing
2.1 From Mass Marketing to Customer Marketing
2.2Collective intelligence, Re-thinking the Marketing Funnel, Value Propositionn
2.3Core Behaviors of Customers in the digital world
2.4 Digital strategy to address core behaviors
2.5 Digital Disruption
2.6 Place of digital in MultiChannel Campaigns
2.7 KPIs and Analytics

Bibliographie

BOOKS USED AS REFERENCE:
  • Mercator 2013 – Théories et nouvelles pratiques du marketing , Jacques Lendrevie, Julien Lévy et Denis Lindon
  • Marketing Management 14e édition , Philip Kotler, Kevin Lane Keller, Delphine Manceau et Bernard Dubois
  • Principes de marketing, Philip Kotler, Gary Armstrong, Emmanuelle Le Nagard-Assayag et Thierry Lardinoit – Lire la critique de ce livre sur Marketing-Professionnel.fr
  • Marketing , Jean-Pierre Helfer, Jacques Orsoni et Jean-Louis Nicolas
  • Les outils du marketing stratégique et opérationnel, Yves Pariot
EMBLEMATIC BOOKS OR RESEARCH PAPERS REGARDING THE SUBJECT OF THE COURSE
  • Marketing Management 14e édition , Philip Kotler, Kevin Lane Keller, Delphine Manceau et Bernard Dubois

PUBLICATIONS OF THE iaelyon FACULTY REGARDING THE SUBJECT OF THE COURSE
  • L’essentiel du Marketing, Sébastien Soulez

Contrôles des connaissances

Final Exam
Case study, 180 minutes

Continuing Examination
Nature of student work and proportion weight: 60% exam - 40% CE

Informations complémentaires

TEACHING METHODS
Formal presentations to explain the key concepts and practical exercises
Courses organized in 6 independent sessions leading to group work, peer evaluations and
individual work.
Business cases and presentation of students in plenary sessions

TECHNOLOGY ENHANCED LEARNING:
Vidéo, internet research,…

PRE-REQUISITE
Good knowledge on the environment and business management