- Marketing in corporate and society
- New challenges for marketing
- Understanding customer's needs
- Analyzing customer's response process
- The marketing information system (MIS)
- Analyzing customer needs through segmentation
- Analyzing market's attractiveness
- Analyzing competitiveness on segments
- Targeting and positioning
- Marketing strategic choices
- New products
At the end of this learning unit, the student is able to :
Having regard to the LO of the programme, this activity contributes to the development and acquisition of the following LO:
Due to the COVID-19 crisis, the information in this section is particularly likely to change.
- The theoretical course is given two hours weekly (face-to-face or remote depending on the possibilities). Some theoretical concepts are illustrated by case studies and external speaker conferences. During the courses, some exercises and case studies are also proposed; they are sometimes solved during the course.
- A market simulation game (Markstrat) played in groups, integrates concepts and application. Two to four hours a week must be forecasted for this work in group.
Due to the COVID-19 crisis, the information in this section is particularly likely to change.Individual exam verifying theoretical knowledge of concepts and ability to apply them (cases, articles...) (70%, during the examen session). This examen may be oral or written.
Group presentation of the simulation games (Markstrat) (30%, at the end of the quarter).
All of them are in French.
2. This course is part of a full-time day cursus (GEST2M1). Attendance at the lectures is mandatory. It will sometimes be controlled (e.g. during conferences).
3. Markstrat points, acquired by the team at the end of the quarter, may be individualized according to the work of each member of the team. Attendance at all group work sessions, decided within the group, is essential. Non-availability for these activities for non-academically acceptable reasons (e.g. a professional activity) may result in student's de-registration from his / her work group and the scoring of this work. The mark Markstrat obtained is final until the September session because the simulation is not the subject of a second session.
4. Optional activities may be offered (depending on availability): (a) interactive tests and exercises on the Moodle platform of the course (b) MOOC "Discover Marketing" (https://www.edx.org/course / découvrir-le-marketing)
5. The following preliminary knowledge is supposed to be mastered: A good revision of the basic mathematics is useful (standard deviation, derivatives, logarithms ... and weighted average), as well as bases in economics (supply / demand, elasticity, perfect competition , ...) and in finance (difference between turnover and profit, between price and cost, notion of inflation, interest, compound interest ...). Mastery of English (passive), Microsoft Excel (bubble charts creation) and that of Power Point are also prerequisites for the presentation of the Markstrat work.
6. Other modalities are detailed in the “plan de cours”, available on Moodle. Students must imperatively consult them at the beginning of the course.
The Moodle site contains e.g. (1) the main slides used during the course (to be completed by personal note) (2) memo to use Markstrat (3) suggested exercices and case studies (some are previous exam questions) (4) suggested videos, sites ... (5) tests and survey to nurture interaction ...
- LAMBIN J.J., de MOERLOOSE Ch. (2016) Le Marketing Stratégique et Opérationnel. 9° Edition. Paris, Dunod. https://www.dunod.com/entreprise-economie/marketing-strategique-et-operationnel-demarche-marketing-dans-economie-numerique
- Manuel Markstrat et accès (payant) au logiciel. Une bourse est possible.
- Site Moodle LLSMG2002