Marketing and Consumer Behavior

Teacher(s)

Kervyn Nicolas;

Language

English

Main themes

Part 1: The role of marketing in a company
Part 2: Strategic marketing: The analysis of buyers' behaviour - Segmentation and selection of target markets - attractiveness analysis - competition analysis - Positioning - choice of development strategies
Part 3: Operational Marketing: Product, Place, Price & Promotion

Learning outcomes

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

This course is intended to teach students the basic concepts of marketing in the field of marketing management as well as how to apply marketing analysis in concrete management situations and to a range of sectors of activity

Content

This introductory marketing course enables students to understand how a marketing orientation enhances a company's performance in the design and market launch of its products.

The course places primary emphasis on strategic marketing. Strategic marketing topics include consumer needs analysis, segmentation, analysis of segment attractiveness and competitiveness, targeting, and product positioning. Operational marketing covers the concepts of product, brand, price, distribution, and communication.

Students will develop marketing reasoning based on a rigorous approach applied to real-world business management situations (working on actual case studies discussed during practical sessions).

Teaching methods

1.           Theory course: presentation of marketing concepts and tools.
- Workload: approximately 2 hours/week of reading and 2 hours/week of class over 13 weeks (see below).
2.           Practical sessions: application of theoretical concepts to cases involving well-known brands across various sectors.
- Workload: 7 practical sessions of 2 hours each (+ 2 hours of preparation prior to the session).

Evaluation methods

10% of the assessment will take place during the practical sessions.
The individual written exam (90% of the assessment) will include both theoretical questions and questions requiring practical application, based on the material covered in the practical sessions.
- The final exam is a written test covering all material taught in the course, as well as topics designated for independent study, practical work, and lectures.
- The exam will include both multiple-choice and open-ended questions. Some questions will be based on case studies or mini-case studies.

Note: In the event of failure in January, the 10% of marks awarded for practical work will automatically be carried over to the September session.

Online resources

All course materials, case studies, etc., are available on Moodle.
Students must have a copy of the slides presented during the lecture. Students are encouraged to supplement these documents with their own notes.

Bibliography

Lambin, J. J., de Moerloose, C., & Kervyn N. (2025). Marketing stratégique et opérationnel (11ème édition). dunod.
Kotler, P., Keller, K. L., Manceau D., Hemonnet-goujot A. (2022). Gestion du marketing 16e édition Pearson Education Ltd.

Teaching materials

• Site Moodle LECGE1209

Faculty or entity

> ESPO