Marketing

Teacher(s)

Masset Julie;

Language

French

Prerequisites

The prerequisite(s) for this Teaching Unit (Unité d’enseignement – UE) for the programmes/courses that offer this Teaching Unit are specified at the end of this sheet.

Learning outcomes

At the end of this learning unit, the student is able to :

identify, define and understand marketing concepts, strategies, tools and methods understand and analyze problems relating to the marketing management of a company reflect on marketing policies that need to be implemented in different case studies.

Content

The course proposes an introduction to Marketing. The first part presents the general aspects to better understand marketing management. What is marketing? What is marketing management? Marketing is situated in its context : the company and society. Its fundamental principle, i.e., market-orientation, is developed and its process, i.e., strategic planning, is explained.

Then the different steps of marketing management are investigated. First, the analysis step deals with the analysis of the environment, the markets and the competition to better understand the market opportunities of the company. Then the strategic reflection is presented. It involves the development of marketing strategies to identify market segments and targets and to position products.The course ends with the planning of the marketing policies related to each variable of the marketing mix, i.e., price, product, place, and promotion.

Part I – To understand Marketing Management
Part II – To analyze the market
Part III – To develop strategies
Part IV – To plan policies

Teaching methods

Equilibrium is found between lecturing and active learning of students.

Evaluation methods

The evaluation of students will be made by means of a final written exam (75%) and and of continuous evaluation (25%).

• 1/ The final written exam is a closed-book exam and will be organized face-to-face (duration 3 hours). The final written exam covers all the topics discussed in the classroom, the chapters of the textbook, the student notes and the articles, case studies or exercises presented/done during class. It represents 80% of the final grade.
• 2/ The continuous evaluation represents 25% of the finale grade and is composed of two parts. The first part, practice sessions that consist in the analysis of case studies and marketing questions, through their relations with the theoretical concepts developed during lectures. The presence and active participation to these practice sessions as well as the resolution of the exercises and the production of a video are included in this first part. All the details will be provided during practical session n°1.  The second part involves two activities related to chapters 5 and 11. All the details will be provided during lecture n°1. In case of a retake session in August, the grade of the continuous evaluation and its weighting are kept in the final evaluation of the course.

Note: "The use of artificial intelligence during the assessments for this course is governed by the rules outlined in the 
faculty memo on this subject, which is available on the faculty’s intranet under the section for student information." 

Other information

Students must have a copy of the slides presented during class. They are invited to complete these slides by their notes and the chapters’ reading of the textbook.

Online resources

Students can find the material related to the course and to the practical sessions on Moodle.

Bibliography

Kotler, Ph., Keller, K., Manceau, D., & Hemmonnet, A. (2019). Marketing Management. Paris : Pearson Education (16e éd.).

Faculty or entity

> ESPB