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Establishment
Language of instruction
English
Teaching content
MARKETING
This course occurs in the following program(s)
Bachelor in International Business
- Crédits ECTS: 3.00
Training officer(s)
C.REFFET
Stakeholder(s)
Catherine REFFET
Présentation
Prerequisite
Fundamentals of marketing course.
All students are expected to show interest, curiosity and motivation to learn about the specific context of B2C business.
All students are expected to show interest, curiosity and motivation to learn about the specific context of B2C business.
Goal
At the end of the course, the student should be able to be operational and efficient in an international and intercultural marketing business to consumer environment.
Presentation
In line with the professional orientation of the Bachelor in international Business, the students will develop their knowledge and skills in the marketing field thanks to a practical approach based on various high-quality case studies.
The topics covered will give the students the necessary theoretical knowledge to understand consumer behavior, market research and branding.
The course will help students apprehend how to create and develop customer value in a B2C environment.
The topics covered will give the students the necessary theoretical knowledge to understand consumer behavior, market research and branding.
The course will help students apprehend how to create and develop customer value in a B2C environment.
Modalités
Organization
| Type | Amount of time | Comment | |
|---|---|---|---|
| Présentiel | |||
| Cours interactif | 24,00 | ||
| Autoformation | |||
| Lecture du manuel de référence | 18,00 | ||
| E-Learning | 5,00 | ||
| Travail personnel | |||
| Individual Project | 18,00 | ||
| Charge de travail personnel indicative | 10,00 | ||
| Overall student workload | 75,00 | ||
Evaluation
The assessment of the course will be based on four criteria :
- Active participation in class
- Individual preparation work for each session including reading book/articles and case studies material
- At least one individual or group presentation in class
- A final exam consisting of a case study
- Active participation in class
- Individual preparation work for each session including reading book/articles and case studies material
- At least one individual or group presentation in class
- A final exam consisting of a case study
| Control type | Duration | Amount | Weighting |
|---|---|---|---|
| Examen (final) | |||
| Examen écrit | 2,00 | 1 | 50,00 |
| Contrôle continu | |||
| Participation | 0,00 | 9 | 20,00 |
| Présentation orale | 0,10 | 2 | 15,00 |
| Exercices | 0,00 | 9 | 15,00 |
| TOTAL | 100,00 | ||
Ressources
Bibliography
Marketing Management, 15th Edition, Pearson - Philip Kotler & Kevin Lane Kelle
Foundations of Marketing, 5th Edition, McGraw-Hill Education (UK) Ltd - John Fahy & David Jobber
Consumer Behavior: Buying, Having and Being, 12th Edition, Pearson - Michael R. Solomon
Foundations of Marketing, 5th Edition, McGraw-Hill Education (UK) Ltd - John Fahy & David Jobber
Consumer Behavior: Buying, Having and Being, 12th Edition, Pearson - Michael R. Solomon
Internet resources