Marketing stratégique et opérationnel [ MGEHD1316 ]
5.0 crédits ECTS
30.0 h
| Teacher(s) |
Du Bois De Bounam Patrick ;
Lambert Nicolas ;
|
| Language |
French
|
Place
of the course |
Mons
|
| Prerequisites |
/
|
| Main themes |
' 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.
|
| Aims |
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.
|
| Evaluation methods |
Written examination
|
| Teaching methods |
|
| Bibliography |
' 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.
|
Cycle et année
d'étude |
> Master [60] in Management (shift schedule)
> Preparatory year for Master in Management (shift schedule)
> Master [120] in Management (shift schedule)
|
Faculty or entity
in charge |
> BLSM
|
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