Marketing stratégique et opérationnel [ MGEHC1316 ]

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' The role of marketing in the economy and in business;
' Basic concepts of the analysis of demand: levels of demand and types of market share, product life cycle, competitiveness (levels of competition, relationship between competitive structure and life cycle:
product-market portfolio and competitive systems), potential market size, segmentation;
' Introduction to operational marketing: product/service decision, distribution decision, price decision, advertising decision.

On completion of this course students will have mastered the basic concepts of strategic marketing and will be familiar with the various aspects of operational marketing.

Written examination

• Lectures
• Case studies

' KOTLER P., DUBOIS B., MANCEAU D. (2003), Marketing Management, 11th ed., Pearson Education.
' LAMBIN J.J., CHUMPITAZ R. (2001), Le marketing stratégique et opérationnel,
Diffusion universitaire CIACO, LLN.