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BECOMING A GOOD PRODUCT MANAGER

2016-2017

IESEG School of Management ( IÉSEG )

Code Cours :

1617-IÉSEG-M1S1S2-MKT-MA-EE22UE

MARKETING


Niveau Année de formation Période Langue d'enseignement 
Master1S1S2English
Professeur(s) responsable(s)P.DAILLY
Intervenant(s) Philippe DAILLY


Pré requis

Good knowledge of Marketing Management – Master level students only. Abilities to work in a transcultural environment

Objectifs du cours

At the end of the course, the students should be able to:
Understand the overall management of a product / brand
- Evaluate the main product management approaches
- Understand the problems product managers are facing in their companies
- Handle the main tools of marketing management from the product strategy formulation to marketing-mix implementation
- Write and plan the main memos used in marketing oriented companies such as the brand review, briefs, marketing plans
- Work with external partners linked to the product management (such as Market research/ Surveys institutes, Ad agencies.)

Contenu du cours

Reminders on major marketing concepts,...., Coworking with external agencies ( packaging brief, copy-strategy, ...).


Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class16,00  
Independent study
Estimated personal workload12,00  
Group Project12,00  
Charge de travail globale de l'étudiant40,00  

Méthodes pédagogiques

  • Project work
  • Interactive class
  • Group work


Évaluation

Product launching plan made in groups

Type de ContrôleDuréeNombrePondération
Others
Individual Project1,00170,00
Continuous assessment
Oral presentation0,50120,00
Participation18,00110,00
TOTAL     100,00

Bibliographie

  • Marketing Management, 14th ed Pearson Education, Prentice Hall, 2011 - Philip Kotler -

  • Marketing Plan Handbook and marketing Pro, 2/e, 2005 - Marian Burk Wood -

  • Marketing: Real People, Real Decisions Solomon Marshall Pearson Education -


Ressources internet



 
* Informations non contractuelles et pouvant être soumises à modification
 
 
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