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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 - Bart CLAUS - Henry SHEN - Yi LI - Felipe PANTOJA - Véronique PAUWELS - Patricia ROSSI- Tina TESSITORE- Marta Marcheva- Laurence Verdickt - Laurence Wintrebert- Catherine Reffet -Mitchel Fink- Genevieve Latouche- Julie LEVY- Helene LE HER-

Pré requis

introduction to marketing course

Objectifs du cours

At the end of the course, the student should be able to:
Are able to work in an international marketing environment
Are able to understand how the analysis of the environment impacts managerial decisions
Have a good understanding of core theoretical concepts in Marketing and their application to the real world of industry/practice
Are able to suggest innovative concept and develop the marketing plan
Are able to make professional quality oral presentations using adapted tools (powerpoint, video)

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
lecture1,50   course is composed of 1.3 offline lecture + 15 online lectures
Interactive class18,50  
Independent study
Estimated personal workload12,00  
Group Project25,00  
Independent work
Reference manual 's readings10,00  
Charge de travail globale de l'étudiant82,00  

Méthodes pédagogiques

  • E-learning
  • Project work
  • Interactive class
  • Coaching


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
Written Report0,00015,00
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