06240617 - Marketing
| Niveau de diplôme | |
|---|---|
| Crédits ECTS | 2 |
| Volume horaire total | 32 |
| Volume horaire CM | 32 |
Responsables
Objectifs
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
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
Contenu
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
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
Bibliographie
BOOKS USED AS REFERENCE:
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
- 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
Contrôles des connaissances
In class Examination:
Nature of student work and proportion weight:
Nature of student work and proportion weight:
- Written, 2 hours: synthesis of learning (50%)
- Written, in group: case-study (50%)
Informations complémentaires
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
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