06240617 - Marketing

Diploma level Master - Semestre 3
Credit hour 2
Total number of hours 32
Number of hours for lectures 32

Directors

Kiane Goudarzi
Eric Dubois
Arthur N’Guyen
Charlotte Cadieu

Goals

The objective of the class is to give an overview of important concepts in marketing, to see how professional manage marketing questions, consider the digital and international marketing specificities

Estimation of private study (outside of contact hours): 10h


TARGETED KNOWLEDGE AND SKILLS
4 main targeted knowledge and skills:

1. Acquire the principal steps of a marketing strategy
2. Understand service specificities in marketing offers
3. Be confronted to different digital marketing professionals
4. Understand cultural specificities in marketing offers

Content

Programme :

1st day
Introduction to main concepts in marketing by Kiane Goudarzi

2nd -day
Eric Dubois, marketing director at Renault Trucks will share his latest marketing issues

3rd -day
Charlotte Cadieu and different professionals in digital marketing will share their latest marketing issues

4th -day
Arthur Nguyen will focus on international Marketing

Bibliography

BOOKS USED AS REFERENCE:
  • Services Marketing : People, Technology, Strategy (8th edition), Jochen Wirtz and Christopher Lovelock

PUBLICATIONS OF THE iaelyon FACULTY REGARDING THE SUBJECT OF THE COURSE
Publications of all the Marketing Team of the Magellan Research Center - iaelyon
https://iae.univ-lyon3.fr/groupe-marketing

Tests

In class Examination:
Nature of student work and proportion weight:
  • Written, 2 hours: synthesis of learning (50%)
  • Written, in group: case-study (50%)

Additional Information

TEACHING METHODS
During the class, participants will be asked to share their practices associated with main concepts in marketing, exchange with practitioners and prepare business cases.

TEACHING MATERIAL:
Powerpoint presentation, business case