Main themes

a) To understand basic marketing concepts, marketing reasoning and tools in marketing management.
b) To apply the marketing reasoning, concepts and methods in actual marketing cases (cases, exrcices, articles)
c) Develop decisional ability (and group management) in a marketing simulation game.

Content and teaching methods

Part I. Recognizing the role of marketing in the economy
1. Marketing in the economy and in the society. 2. Marketing after September 11
Part II. Understanding customer behavior
3. Buying motivation 4. Buying process. 5. Marketing Information System
Part III. Strategic marketing
6. Segmentation 7. Attractiveness analysis (PLC) 8. Competitiveness analysis. 9. Product portfolio analysis et marketing strategy definition. 10. Marketing plan 11. New product development
Part IV. Operational marketing
12. Product. 13. Place. 14. Price. 15 Promotion

Methods
The course works with active methods. A general course answers students' questions, based on preliminary readings. Weekly exercises and cases, debates about papers and discussions around case studies. A market simulation game integrates concepts and application.

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

This course is based on
LAMBIN J.J. et al. (2005) Le Marketing Stratégique. Sixième Edition. Dunod

Evaluation is based on students' assertivity, continued work, the game and its oral defense.

Other credits in programs