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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
  • Lectures
  • Case studies
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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