Teacher(s)

Sinigaglia Nadia;

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.

Aims

At the end of this learning unit, the student is able to :
1	Competencies Given the « competencies referential » linked to the LSM Bachelor in Sciences de Gestion et in Ingéniorat de Gestion, this course mainly develops the following competencies: 2. Knowledge and reasoning Learning outcomes At the end of this course, the student will be able to master the fundamental concepts of both strategic and operational marketing.

The contribution of this Teaching Unit to the development and command of the skills and learning outcomes of the programme(s) can be accessed at the end of this sheet, in the section entitled “Programmes/courses offering this Teaching Unit”.

Content

This course is made up of four main parts.
Part 1 : The new role of marketing
1- Marketing and the market-oriented approach
2- The new challenges of marketing
Part 2 : Understanding the customer behaviour 
1- Understanding customers' needs
2- The analysis of the customer response process
3- The Marketing Information System
Part 3 : The elaboration of the marketing strategy
1- The analysis of customers' needs through segmentation
2- The analysis of the segments' attractiveness
3- The analysis of the segments' competitiveness
4- Targeting and postioning
5- The choice of a marketing strategy
6- New product development
Part 4 : Implementation of the marketing mix 
1- Brand
2- Distribution channels (Place)
3- Price
4- Communication

Teaching methods

Lectures
Sessions of exercises related to the course, organized in groups
Case studies

Evaluation methods

A written examination organized in January (and September) and focused on the whole content of the course (including lectures and exercises sessions) will account for 80 % of the final grade. The remaining 20 % of the final grade will be based on your active participation to the exercises sessions.
In case the student fails the course, only the "written exam" part can be improved (the grade linked to the participation to the exercises sessions can not be improved).

Online resources

The Powerpoint slides are available on Moodle (Student Corner).

Bibliography

- ARMSTRONG G., KOTLER P., LE NAGARD-ASSAYAG E., LARDINOIT T., BUTORI R., DION D. et OBLE F. (2017), Principes de Marketing, 13ème édition, Pearson Education. 
- KOTLER P., KELLER K., MANCEAU D., et HEMONNET A. (2019), Marketing Management, 16ème édition, Pearson Education.
- LAMBIN J.J., DE MOERLOOSE C. (2016), Marketing stratégique et opérationnel : la démarche marketing dans l'économie numérique, 9ème édition, DUNOD.

Faculty or entity

CLSM