Lesson details


   


Voir la fiche établissement

Marketing Mix

2017-2018

INSTITUT DES STRATÉGIES ET TECHNIQUES DE COMMUNICATION ( ISTC )

Class code :

1718-ISTC-L2S1-UE11-MARKM

UE11


Level Year Period Language of instruction 
Bachelor2S1French
Academic responsibilityV.DURET
Lecturer(s)-


Prerequisites

None.

Learning outcomes

This course revolves around three main objectives:
- growing familiar with key marketing concepts, more specifically the marketing mix.
- growing familiar with key marketing concepts, more specifically the marketing mix.
- acquiring technical marketing vocabulary.

Aptitudes and skills

- Knowing the elements of a global marketing approach, as well as the main elements of the marketing mix.
- Identifying and defining the main elements of a marketing strategy.
- Understanding the choices made for a famous brand through the key elements of a marketing plan.

Course description

1- Understanding market segmentation mechanisms.
Understanding what brand positioning is.
Comprehending the chain of marketing thought.
2- Product mix: defining the notion of product.
Knowing the elements of the product mix.
Assimilating analysis techniques.
3- Price mix: understanding the various price strategies.
Knowing the various pricing techniques.
4- Communication mix – sales promotion and direct marketing: knowing the various elements that make up the communication mix, and being able to arrange them.
Knowing and understanding the various sales promotion techniques.
Learning the basics of direct marketing.
5- Defining the notions of distribution and sales force.
Knowing distribution channels and their members.
Choosing a distribution strategy.


Class type

Class structure

Type of courseNumbers of hoursComments
Face to face
18,00  
Independent study
Travail personnel indicatif18,00   Applications, lectures, recherche d’informations et révisions.
Total student workload36,00  

Teaching methods

  • Lecture
  • Tutorial


Assessment

Type of controlDurationNumberPercentage break-down
Continuous assessment
1,50140,00
Final Exam
1,50160,00
TOTAL     100,00




 
* This information is non-binding and can be subject to change
 
 
Vidéo : Un campus à vivre
Notre chaîne Youtube