Aims

This course is intended to teach students:
- the basic concepts of marketing in the field of marketing management.
- How to apply marketing analysis in concrete management situations and to a range of sectors of activity

Main themes

Part 1: The role of marketing in a company
Part 2: Strategic marketing
- The analysis of buyers' behaviour
- Segmentation and selection of target markets
- attractiveness analysis
- competition analysis
- Positioning
- choice of development strategies

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

Reference book: Lambin J.J., Chumpitaz R., de Moerloose Ch. (2005), Marketing stratégique et opérationnel, 6e ed., Dunod
Syllabus available at DUC

Other credits in programs