Main themes

The aim of this course is to develop students' ability to carry out marketing reasoning, and to familiarise them with the main decisions of operational marketing.

Content and teaching methods

Content
The course is in two parts:
- the first part is devoted to strategic marketing development, and to an analysis of the marketing concept and its role in enterprises, the economy and society;
- the second part is given over to an analysis of the main decisions facing the marketing manager (e.g. choosing new products and distribution circuits, pricing policy, and communications policy (advertising and the sales force)).
Methodology
The course will consist of professorial expositions, reading and case studies.

Other information (prerequisite, evaluation (assessment methods), course materials recommended readings, ...)

The main reference works will be:
- Ph. KOTLER et B. DUBOIS , Marketing Management, Prentice-Hall, 5e Ed.
- Ph. KOTLER, G.H.G. Mc DOUGALL et J.L. PICARD, Principes de Management, Québec,Editions Préfontaine Inf.,1983.
- WIND Y.J., Product Policy : Concepts, Methods ans Stategy, Addison-Wesley Publishing Compagny, 1982.

Other credits in programs