At the end of this learning unit, the student is able to :
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:
At the end of this course, the student will be able to master the fundamental concepts of both strategic and operational marketing.
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
2- Distribution channels (Place)
Due to the COVID-19 crisis, the information in this section is particularly likely to change.Lectures
Sessions of exercises related to the course
Due to the COVID-19 crisis, the information in this section is particularly likely to change.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).
- 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.