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IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
Bachelor in International Business1S1English
Professeur(s) responsable(s)C.REFFET

Pré requis

Students should have a willingness to learn and grasp multiple theoretical concepts which may appear complex in the beginning.

Objectifs du cours

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. The online lectures and the interractive sessions are structured in the following way:
? Session 1: Analyse of the environment
? Session 2: Understand consumer behavior
? Session 3: Segmentation & Targeting & Positionning
? Session 4: Product
? Session 5: Communication
? Session 6: Price and distribution
Note that one session does not necessarily correspond to one course occurrence.
Please refer to information provided in class

Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class24,00   Course is composed of 6 offline lectures + online lectures
Independent work
Reference manual 's readings15,00  
Independent study
Individual Project12,00  
Estimated personal workload10,00  
Charge de travail globale de l'étudiant76,00  

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
Final Exam
Written exam0,00150,00
Individual Project0,00115,00
Case study0,00015,00
TOTAL     100,00


  • John Fahy & David Jobber, Foundations of Marketing, 5th Edition McGraw-Hill Education (UK) Ltd. Copyright year: © 2015 Pages: 384 -

* Informations non contractuelles et pouvant être soumises à modification
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