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IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
Professeur(s) responsable(s)G.DE KERVILER
Intervenant(s)Jean-Christophe Bonnard

Pré requis

Marketing Principles, (4P) and consider how manufacturers, retaillers and stakeholders can partner efficiently on product, price, promotion and distribution.
Basic knowledge on Channel Marketing (Kotler)
Integrated marketing.

Objectifs du cours

Main Goals: foster Innovation supported by analytical aptitudes, appropriate methodologies and problem solving skills. Effective communications skills

- Grasp Channel Marketing, Trade channel, Moment of Truth, Customer Path, Shopper Marketing
- Master the Trade marketing activities (various sectors).
- Develop Point of Sales (POS) plan combining sales and marketing operations.
- Execute Merchandising and Category Management activities.
- Design shopper marketing initiatives
- Measure T.M. actions, ROI, KPI's

Contenu du cours

- Trade-marketing (TM) was created in the US by a cooperation between P&G and Walmart. TM is first a partnership (Manufacturers, Retailers) whose objective is to reduce costs through exchange of data (ECR), and to develop relevant marketing actions on the point of sale. It includes efficient consumer response,supplyc chain, merchandising, promotion, assortment, category management, packaging operations, marketing actions... in order to share the profits and create value. Pull / Push marketing applications and measurements.
- Recently, the Trade-marketing’s approach has moved from “classic marketing” (leaving the consumer outside of the store) to “Shopper Marketing” , focused on the key “Moment of the truth (P&G) then "Zero Moment of Truth (Google)”. We will study the Consumer decision journey, learn what is the differences between a "Consumer" and Shopper marketing, then the practices and execution strategy in the marketplace. Companies are aligning Trade Marketing / Shopper Marketing and Brand Marketing to develop Integrated Marketing. We'll cover FMCG sector as other channel (such pharmacy, Luxury and Digital...)

Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class4,00  
Independent work
Reference manual 's readings1,00  
Independent study
Group Project23,00  
Estimated personal workload8,00  
Charge de travail globale de l'étudiant50,00  

Méthodes pédagogiques

  • Presentation
  • Project work
  • Interactive class
  • Case study
  • Coaching


The assessment combines an individual exam (QCM-Multiple Choice Questionnaire, written opened questions), participation during interactive course, and two case studies, one with in class presentation.

Type de ContrôleDuréeNombrePondération
Continuous assessment
Final Exam
Written exam1,00120,00
Case study2,00220,00
Group Project2,00120,00
TOTAL     100,00


  • Marketing Management - Kotler - Channel Marketing chapter - -

  • Articles concerning P&G Trade activities: (How P&G gain shares with Trade marketing + branding alignement, How P&G increase on-shelf availability to be distributed during session - -

  • Article re. Coca Cola Shopper Marketing - -

  • Shopper marketing articles distributed in class. - -

Ressources internet

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