06240662 - Principles of Marketing

This course is an introduction to marketing science. As such, its primary aim is to equip students with a comprehensive understanding of the various concepts of marketing : from building a strong strategy to designing a proper marketing plan. This course is built to lay a solid foundation for pursuing a master’s degree in marketing.

DIMENSION OF SOCIAL RESPONSIBILITY

Neil Borden first coined the term “Marketing mix” which depicts the 12 ingredients a marketers can mix to compete depending on the industry : product planning; pricing; branding; channels of distribution; personal selling; advertising; promotions; packaging; display; servicing; physical handling; and fact finding and analysis. Digital technology has profoundly transformed these different tools since 1953, which increasingly raises issues of data use, respect for privacy, exclusion of populations at risk (or not), or even price discrimination. Throughout the sessions, students will be invited to think about how to tackle these challenges and to think about people as individuals rather than only consumers.

TARGETED KNOWLEDGE AND SKILLS

Upon completing this course, students will be able to:
1. Understand the basics and fundamentals of marketing
2. Analyze marketing situations with an evidence-based framework that puts the various marketing tools into practice
3. Understand the specificities and interrelationships of the various marketing fields: relationship marketing, digital, services, B2B vs. B2C, FMCG, social, etc
4. Have an overview of the different activities of a marketer
5. Build a marketing plan

COURSE OUTLINE

I – Introduction : what is marketing ? The key concepts ? The intrication of the different fields

II – What’s a strong marketing strategy
A) Always starting from consumer’s insights & market studies
B) Segmenting and positioning your company
C) How to create a strong brand ?
D) How to build strong relationships with the consumers ?

III – Designing the perfect marketing plan    
A) Creating value : the right offer at the right price
B) Choosing the best distribution channel(s) so that anyone can buy
C) Communicating your differenciation so that anyone knows your advantages

BIBLIOGRAPHY

PRESCRIBED TEXTS AND PUBLICATIONS

1. Armstrong, J. S., & Schultz, R. L. (1993). Principles involving marketing policies: An empirical assessment. Marketing Letters, 4(3), 253-265. 
2. Hanssens, D. M., & Pauwels, K. H. (2016). Demonstrating the value of marketing. Journal of marketing, 80(6), 173-190.

EMBLEMATIC BOOKS OR RESEARCH PAPERS REGARDING THE SUBJECT OF THE COURSE

1. Kotler, P., & Keller, K. (2021). Marketing Management (15th global edition). Pearson Education Limited.
2. Sharp, B., (2018). Marketing theory evidence practice (2nd edition). Oxford University Press

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. 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.
     
3. 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.
         
4. 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.
         
5.    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.

TEACHING METHODS

TEACHING INNOVATIONS AND USE OF TECHNOLOGY
Use of Wooclap for interactive presentations so that students can ask questions on the go and assimilate the various concepts more easily
Harvard Business Cases & CCMP cases will be used to train on real-world challenges.

PRE-REQUISITES IN TERMS OF KNOWLEDGE AND SKILLS

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

ADVISED PRIOR READING
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