Applied Marketing Basics

Code Cours
2223-ISTC-L1S2-UE4-MF
Language of instruction
French, English
Teaching content
UE4
Training officer(s)
V.DURET, G.Druart
Stakeholder(s)
G.Druart
Level
Bachelor
Program year
Period

Présentation

Prerequisite
None.
Goal
This course revolves around two main objectives:
- familiarizing with key marketing concepts;
- acquiring technical marketing vocabulary.

Aptitudes and skills

- Being able to draw up a thorough market analysis, using quantitative and qualitative analysis tools in order to characterise supply, demand, and the macro environment.
- Identifying a market’s opportunities and threats.
- Knowing the elements of a global marketing approach, as well as the main elements of the marketing mix.

- In the second semester, students will focus on the use of indicators and their interpretation to adapt marketing to the market.
Presentation
1- Defining marketing.
Understanding its evolution through a history of markets.
Assimilating the steps of the approach.
2- Understanding basic marketing notions in relation with the individual.
Understanding consumers’ new behaviours.
3- Defining the notion of markets.
Knowing and identifying the main players on a market.
Understanding and defining the elements of the marketing environment.
4- Measuring a market.
Knowing and identifying the main players on a market (supply).
Gaining a good command of the various competitive analysis tools.
Drawing up an organized SWOT analysis.

Modalités

Forms of instruction
S1 - 18H of lecture S2 - 18H of seminar EXAM Continuous exam + final exam MANDATORY PREPARATORY READINGS
Organization
Type Amount of time Comment
Independent study
Travail personnel indicatif 30,00 Application, révisions et élaboration de l’analyse de marché en groupe.
Face to face
20,00
Overall student workload 50,00
Evaluation
Test and exam: multiple choice quiz and application exercises.
Control type Duration Amount Weighting
Continuous assessment
1,00 1 30,00
1,00 1 30,00
Final Exam
1,30 1 40,00
TOTAL 100,00

Ressources

Bibliography
L’analyse d’un marché - V. Boulocher, S. Flambard

Vuibert, 2009

Marketing management - P. Kotler, P.L. Dubois, P. Keller, D.Manceau

Pearson Education, 13rd edition, 2009.

Comportement du consommateur, concepts et outils - D. Darpy et P. Volle

Dunod.2003

Le comportement du consommateur et de l'acheteur - R.Ladwein

Economica, 2003.

Comportements du consommateur : Concepts et outils - D.Darpy

Dunod 3rd edition, 2012.

Marketing stratégique et opérationnel : Du marketing à l'orientation-marché - J.J Lambin et C. De Merloose

Dunod; Édition : 7th edition , 2008.

L'art du marketing - Collectif, Village Mondial, 1999.

Collectif, Village Mondial, 1999.

Études de marchés : Méthodes et outils - M. Gauthy-Sinéchal, M.Vandercammen

De Boek, 3e édition, 2010.

Marketing : L'essentiel pour comprendre, décider, agir - M.Vandercammen

De Boek, 3rd edition, 2011.

Techniques d'études de marché - E. Vernette

Vuibert, 2nd edition, 2006.

Mercator - Théorie et pratique du marketing - J.Lendrevie et J.Lévy

Dunod, 9th edition, 2009.