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IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
Professeur(s) responsable(s)V.PAUWELS , B.CLAUS
Intervenant(s) Fabian Bartsch - LI Yi - PANTOJA Felipe - ROSSI Patricia - TESSITORE Tina - MARCHEVA Marta-VERDICKT Laurence - WINTREBERT Laurence - REFFET Catherine- FINK Mitchell - LATOUCHE Genevieve - LEHER Helene

Pré requis

Students should have followed an introductory course in business and should have a willingness to learn and grasp multiple theoretical concepts which may appear complex in the beginning

Objectifs du cours

At the end of the course, the student should be able to:
Have a brief understanding of core theoretical concepts in Marketing and their application to the real world of industry/practice

Contenu du cours

The objective of the course is to provide an introduction to some key concepts of marketing and to explain its role as a key determinant in any modern business environment. The strategic dimension of marketing is introduced, as well as decisions made by marketing managers (marketing mix). This course consists of E-learning (online sessions and E-book reading) and interactive sessions where students should develop in group the marketing mix for a new product idea. There is an offline kick-off lecture session that introduces the marketing management course and present a real case study from a company. The online lectures and the interractive sessions are structured in the following way:
- Session 1: analyse of the environment (chap 1 & 2)
- Session 2: understand consumer behavior (chap 3 & 4)
- Session 3: segmentation & Targeting & Positionning (chap 5)
- Session 4: Product (chap 6)
- Session 5: Communication (chap 10 and 11)
- Session 6: Prix and distribution (chap 8 and chap 9)
- Session 7: final session : video – marketing plan

Session 7 : focus on makerting plan - students should present a video which sumarises their new product idea

Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
lecture1,30   course is composed of 1.3 offline lecture + 15 online lectures
Interactive class18,42  
Independent study
Estimated personal workload20,00  
Group Project30,00  
Independent work
Reference manual 's readings14,48  
Charge de travail globale de l'étudiant99,20  

Méthodes pédagogiques

  • Tutorial
  • Presentation
  • E-learning
  • Project work
  • Interactive class


The course uses a mixture of continuous assessment, exams and a project with adequate weightage given to individual work and working in a group

Type de ContrôleDuréeNombrePondération
Continuous assessment
Oral presentation0,00620,00
Final Exam
Written exam0,00130,00
Group Project0,00115,00
TOTAL     100,00


  • John Fahy & David Jobber, Foundations of Marketing, 5th Edition McGraw-Hill Education (UK) Ltd. -

Ressources internet

* Informations non contractuelles et pouvant être soumises à modification
Vidéo : Un campus à vivre
Notre chaîne Youtube