06260276 - Veille stratégique

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, ...)

Estimation of private study (outside of contact hours): 4 hours

DIMENSION OF SOCIAL RESPONSIBILITY

Deontology and ethics in the development of a marketing policy

TARGETED KNOWLEDGE AND SKILLS 

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.

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, ...

COURSE OUTLINE

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
2.2 Collective intelligence, Re-thinking the Marketing Funnel, Value Propositionn
2.3 Core 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

PRESCRIBED TEXTS AND PUBLICATIONS :

• 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

RECOMMENDED TEXTS AND PUBLICATIONS :

• THE NETWORK IS YOUR CUSTOMER- DAVID ROGERS

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

• L’essentiel du Marketing, Sébastien Soulez

Individual grade
MCQ, 30min

Other grade(s)
Grading during class
Case study, 30min

Weight : 2/3

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. 

NATURE OF MATERIALS
Real Business cases with the participation of a company and presentation of students in plenary sessions

TEACHING INNOVATIONS AND USE OF TECHNOLOGY
Videos, internet research

PRE-REQUISITES IN TERMS OF KNOWLEDGE AND SKILLS
Good knowledge on the environment and business management

ADVISED PRIOR READING :

Mercator (12ème edition), de Baynast, Lendrevie et Levy, Ed Broché, 2017 (Nouvelle edition à paraitre en septembre 2021)
Marketing Management, Kotler & all, Ed Broché, 2019
Marketing stratégique et opérationnel : La démarche marketing dans l'économie numérique, Lambin et de Maerloose, ed Dunod, 2016
Stratégie et marketing de l’innovation technologique – 3ème édition : Lancer avec succès des produits qui n’existent pas sur des marchés qui n’existent pas encore, Paul Millier, Dunod
Etudes de marché, Giannelloni, J. L., & Vernette, E. Vuibert, 2019