6.00 credits
45.0 h + 20.0 h
Q2
Teacher(s)
Sinigaglia Nadia;
Language
French
Main themes
The topics covered in the Marketing course are:
- Marketing today:
- The evolution of the role and contribution of marketing in the economy and in business.
- The new realities of marketing (big data and artificial intelligence, environmental concerns and responsible consumption, new possibilities for consumers and companies, distribution networks 4.0, social network marketing, collaborative marketing, socially responsible marketing).
- Understanding the customer and his needs (understanding consumer behavior, understanding business-to-business markets, building a marketing intelligence system through the identification, collection and analysis of market insights, market studies and data marketing).
- From the attractiveness and competitiveness analysis process within the identified market segments, to the construction of the marketing strategy: how does digital influence marketing strategies?
- Implementation of the marketing strategy through operational marketing: new products, brand, distribution, price and communication.
Learning outcomes
At the end of this learning unit, the student is able to : | |
1 | Given the « competencies referential » linked to the LSM Bachelor in Management and Business Engineering, this course mainly develops the following competencies:
|
Content
This course is made up of four main parts.
Part 1 : The fundamentals of marketing
1- Marketing in the economy
2- The new challenges of marketing
Part 2 : Understanding the customer behaviour
1- Understanding customers' needs
2- Understanding buyer's behavior
3- The Marketing Information System
Part 3 : Strategic marketing
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 : Operational marketing
1- Brand
2- Distribution channels (Place)
3- Price
4- Communication
Part 1 : The fundamentals of marketing
1- Marketing in the economy
2- The new challenges of marketing
Part 2 : Understanding the customer behaviour
1- Understanding customers' needs
2- Understanding buyer's behavior
3- The Marketing Information System
Part 3 : Strategic marketing
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 : Operational marketing
1- Brand
2- Distribution channels (Place)
3- Price
4- Communication
Teaching methods
Lectures
Sessions of exercises related to the course
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.
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.
- 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
Programmes / formations proposant cette unité d'enseignement (UE)
Title of the programme
Sigle
Credits
Prerequisites
Learning outcomes
Bachelor : Business Engineering
Master [120] in Chemical and Materials Engineering
Master [120] in Civil Engineering
Master [120] in Biomedical Engineering
Bachelor in Human and Social Sciences
Master [120] in Mechanical Engineering
Master [120] in Electrical Engineering
Master [120] in Physical Engineering
Master [120] in Computer Science and Engineering
Bachelor in Information and Communication
Master [120] in Computer Science
Bachelor in Management
Master [120] in Electro-mechanical Engineering
Master [120] in Mathematical Engineering
Master [120] in Data Science Engineering
Master [120] in Data Science: Information Technology