Marketing

Teacher(s)

Sinigaglia Nadia;

Language

French

Learning outcomes

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.

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

Evaluation methods

In this course, student evaluation will be determined by two parts:

• a written exam within session (open questions and exercises), focusing on the whole content of the course (including lectures and exercises sessions), which will account for 80% of the final grade.
• the active participation to the exercises sessions (including the completion of a team work) will also be assessed, which will account for the remaining 20% of the final grade.

In case the student fails the course, only the "written exam" part can be improved (the grade linked to the active participation to the exercises sessions remains unchanged for all exam sessions of the current academic year).

Online resources

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

Bibliography

- ARMSTRONG G., KOTLER P., LE NAGARD-ASSAYAG E., BUTORI R., DION D., LARDINOIT T. et OBLE F. (2019), Principes de Marketing, 14ème 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. (2021), Marketing stratégique et opérationnel : la démarche marketing dans une perspective responsable, 10ème édition, DUNOD.

Faculty or entity

CLSM