06240662 - Principles of Marketing

This course provides a comprehensive introduction to marketing science. Its primary objective is to equip students with a solid understanding of key marketing concepts from developing effective strategies to designing well-structured marketing plans. In addition, students will gain familiarity with the latest tools and techniques used to analyze markets and consumer behavior. The course is designed to establish a strong foundation for those intending to pursue a master’s degree in marketing.

Estimation of private study (outside of contact hours): 24 hours

DIMENSION OF SOCIAL RESPONSIBILITY

Social responsibility in marketing extends beyond promoting products and services to include the ethical, social, and environmental impacts of business decisions. In an era increasingly shaped by digital technologies and artificial intelligence, marketers must address challenges such as data privacy, algorithmic bias, misinformation, and the exclusion of vulnerable groups. While AI offers powerful tools for understanding and engaging consumers, its use must be guided by principles of fairness, transparency, and respect for human dignity. This course invites students to critically examine these issues and to envision marketing practices that balance business objectives with ethical responsibility, seeing people not just as consumers, but as individuals and members of a broader society.

TARGETED KNOWLEDGE AND SKILLS 

Upon completing this course, students will be able to:

1. Understand the key concepts and fundamentals of marketing.
2. Analyze marketing situations using evidence-based tools.
3. Recognize the links between different marketing fields such as digital, services, B2B, B2C, FMCG, and social marketing.
4. Apply data analysis and SEO techniques and write SEO rich content.
5. Have an overview of the different activities of a marketer.
6. Build and present a clear marketing plan.

COURSE OUTLINE

I – Introduction: What Is Marketing? Understanding the Fundamentals

• Definition and process of marketing
• Customer needs, wants, and demands
• Market offerings: products, services, solutions, and experiences
• Marketing myopia and the importance of customer value
• Building customer satisfaction, loyalty, and long-term relationships
• Introduction to CRM (Customer Relationship Management) and customer equity

II – Building a Strong Marketing Strategy

1. Starting from Consumer Insights & Market Studies
- Understanding markets and the concept of value creation
- Market research: primary and secondary data
- Using big data, analytics, and AI to extract insights

2. Segmenting, Targeting, and Positioning (STP)
- Identifying customer segments and value propositions
- Applying STP to build a value-driven marketing strategy

3. Creating a Strong Brand & Developing a Strategic Marketing Framework
- Brand equity and customer engagement
- Relationship marketing and customer advocacy in the digital era
- Strategic planning and growth strategies (BCG matrix, diversification, etc.)

4. Aligning company mission, goals, and environment
- Designing and Implementing the Marketing Plan
- Developing an integrated marketing mix (4Ps & 4Cs)
- Value creation through pricing and product design
- Omnichannel strategies and digital distribution
- Ensuring accessibility and customer convenience
- Promotion strategies and content writing using SEO & digital tools & social media engagement
- Measuring ROI and performance metrics

5. Applied learning & Case studies
- Case studies: Amazon, Starbucks, Netflix, L’oréal, Emirates, Spotify
- Group project: Developing and presenting a marketing plan for a chosen company
- Hands-on workshops: data analysis, SEO, and marketing tools

PRESCRIBED TEXTS AND PUBLICATIONS

• Philip Kotler, Gary Armstrong, Sridhar Balasubramanian - Principles of Marketing-Pearson (2023)
• Philip Kotler, Hermawan Kartajaya, Iwan Setiawan - Marketing 4.0 - Moving from Traditional to Digital-Wiley (2016)
• Clauzel, A., Guichard, N., Riché, C., & de Laender, M. H. (2016). Comportement du consommateur. Vuibert.

RECOMMENDED TEXTS AND PUBLICATIONS

• Hanssens, D. M., & Pauwels, K. H. (2016). Demonstrating the value of marketing. Journal of marketing, 80(6), 173-190.
• Katherine White, Rishad Habib, and David J. Hardisty (2019) How to SHIFT Consumer Behaviors to be More Sustainable: A Literature Review and Guiding Framework, Journal of marketing
• Stijn Maesen and Dionysius Ang (2024) - Buy Now, Pay Later: Impact of Installment Payments on Customer Purchases

EMBLEMATIC BOOKS OR RESEARCH PAPERS REGARDING THE SUBJECT OF THE COURSE

• Philip Kotler, Gary Armstrong, Sridhar Balasubramanian - Principles of Marketing-Pearson (2023)
• Barbara Duffek, Andreas B. Eisingerich and Guan Lee (2025) Authenticity in Influencer Marketing: How Can Influencers and Brands Work Together to Build and Maintain Influencer Authenticity?
• Stefano Puntoni, Rebecca Walker Reczek, Markus Giesler and Simona Botti (2020) Consumers and Artificial Intelligence: An Experiential Perspective

TEXTS AND PUBLICATIONS OF IAELYON FACULTY ON THE SUBJECT OF THE COURSE  

1. Capelli S., Sabadie W. (2016) Crisis Communication: Lowering Attributions to Restore Behavioral Intentions. In: Groza M., Ragland C. (eds) Marketing Challenges in a Turbulent Business Environment. Developments in Marketing Science: Proceedings of the Academy of  Marketing Science. Springer, Cham
2. Cloarec, J., Meyer-Waarden, L. and Munzel, A. (2024), Transformative Privacy Calculus: Conceptualizing the Personalization-Privacy Paradox on Social Media, Psychology & Marketing
3. Plantec, Q., Cloarec, J., Gibert, C. and Deval, M.-A. (2025), “Talk Social Sciences to Me”: Enhancing the Dissemination of Social Sciences through Mass Media Engagement, Research Policy
4. Isabelle Prim-Allaz, William Sabadie. L’orientation relationnelle des  clients : un nouvel outil de segmentation ?. 8ème Journées de Recherche en Marketing de Bourgogne, 2003, Dijon, France.
5. Sonia Capelli, Pascal Legrand, William Sabadie. Se taire, nier ou s’excuser : comment répondre à un appel au boycott ? Décisions Marketing, Association Française du Marketing, 2012, pp.71-82.
6. Capelli, S., & Sabadie, W. (2005). La légitimité d’une communication sociétale: le rôle de l’annonceur. Recherche et Applications en Marketing (French Edition), 20(4), 53-70.    
7. Lecuyer, C., Capelli, S., & Sabadie, W. (2017). Corporate social responsibility communication effects: A comparison between investor-owned banks and member-owned banks. Journal of  Advertising Research, 57(4), 436-446.

Individual grade
Written exam with structured, case studies and logical reasoning questions, 2h

Other grade(s)
Multiple Choice Questions, 1h

TEACHING METHODS

The class combines lectures, discussions, and case studies in an interactive format that encourages active student participation.
Students will work in groups based on their chosen business, applying the theories learned in class to develop and refine their projects. Through this process, they will learn to practically and creatively apply marketing concepts to build a successful marketing plan.

NATURE OF MATERIALS

The course materials include lecture slides, academic articles, real-world case studies, and practical business examples. Students will also have access to online resources, market reports, and selected multimedia content to support learning and project development.

TEACHING INNOVATIONS AND USE OF TECHNOLOGY

The course integrates interactive learning methods and digital tools to enhance engagement and understanding. Students will use online platforms for collaboration and presentation such as wooclap & sharepoint & Microsoft 365 tools. Also students will use marketing analytics and SEO tools such as ahrefs, inspect elements (source codes), Google keyword planner, Google Analytics and Google Colaboratory to analyze data and design strategies. 

PRE-REQUISITES IN TERMS OF KNOWLEDGE AND SKILLS

This course is the continuation of 05210034 - Consumer psychology (Arthur NGuyen)

ADVISED PRIOR READING

• Philip Kotler, Gary Armstrong, Sridhar Balasubramanian - Principles of Marketing-Pearson (2023)
• Philip Kotler, Hermawan Kartajaya, Iwan Setiawan - Marketing 4.0 - Moving from Traditional to Digital-Wiley (2016)
• Clauzel, A., Guichard, N., Riché, C., & de Laender, M. H. (2016). Comportement du consommateur. Vuibert.

RESOURCES AVAILABLE

Case studies and academic articles will be provided during this course