Fiche détaillée d'un cours


Voir la fiche établissement



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 more efficiently on product, price, promotion and distribution.

Objectifs du cours

At the end of the course, the student should be able to:
Assurance of Learning goal:
Goal. Are competent in their field, rigourous and committed to quality.
Main objectives Master the techniques and display expertise in the marketing field. Make a professional quality oral presentations using adapted tools.

Objectives. Retailer panel: measuring marketing performance and analytics
1. Know what is a retail panel and how marketing people use it in various sectors.
2. Manage the marketing key indicators. Four elements and all the derived calculations.
3. Perform an in-depth market analysis and recommend marketing actions / decisions.
4. Master marketing calculations: distribution or price elasticity, ROI, etc..
5. Complete AIRP market study: Analysis, Interpretation, Recommendation, Presentation methods as expected from marketing professionals.

Contenu du cours

- Part 1. Retailers panel (Day 1)
What is a retailer panel: (methods, structure, objectives, practices, key companies). And which sectors? Snapshot on data process and how to assess the level of confidence of data.
- Part 2. Mastering 4 basics elements and key calculations (Day 1 and 2)
Learn the four basics elements of retailer panel: markets / products, distribution, periods, facts (such as sales, stocks, prices, etc.).
Assess the critical derived indicators and calculations such as shares, distribution, geographies.
- Part 3. Perform a Market analysis. (Days 2 to 6)
How to manage and read data? The do’s / Don’t. Some Tips.
Perform a market analysis as marketing responsible using various case studies. From data lecture to marketing interpretation. Assess a market, brand performance vs competition, new SKU’s, evaluate a product launching, market demand, distribution, speed to market, channel performance, effectiveness of an assortment, etc.
- Part 4. The marketer toolbox (Day 5 est.)
Ongoing marketing pratices: Push and Pull, statisticals related to Pricing strategy, Distribution and Price elasticity, ROI calculation
- Part 5. Market presentation A.I.R.P (Day 3 and 6)
Complete a AIP market study “AIP” stand for Analysis, Interpretation, Recommendation and Presentation as expected from marketing professionals.

Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class6,00  
Independent work
Reference manual 's readings1,00  
Independent study
Group Project10,00  
Individual Project10,00  
Estimated personal workload10,00  
Charge de travail globale de l'étudiant51,00  

Méthodes pédagogiques

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


The course assessment is based on a case studies (individual and teamwork) a MQC on final day 1 hour max and an interactive participation during the 6 weeks,

Type de ContrôleDuréeNombrePondération
Continuous assessment
Final Exam
Oral exam0,50120,00
Case study10,00320,00
Group Project10,00115,00
Individual Project5,00110,00
TOTAL     100,00


  • Marketing Management Kotler - Chapters 3 and 4. Other sections related to the Mix Marketing during classrooms or included the course -

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