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Establishment
Language of instruction
English
Teaching content
MARKETING
This course occurs in the following program(s)
IESEG Degree - Programme Grande École
- Crédits ECTS: 2.00
Training officer(s)
T.LECLERCQ
Stakeholder(s)
Philippe DAILLY
Présentation
Prerequisite
Good knowledge of Marketing Management – Master level Marketing track students only. Abilities to work in a transcultural environment.
Goal
At the end of the course, the students should be able to:
- Understand what the PM missions are and especially how to manage a brand on a day to day basis
- Handle the main tools of marketing management from product strategy crafting to marketing-mix implementation. ( 5.B )
- Propose creative solutions within the marketing organization. ( 3.B )
- Create the main memos used in marketing oriented companies such as the brand review, marketing plans. ( 5.C )
- Interact with external partners linked to product management (such as Market research/ Surveys institutes, Ad agencies. ( 5.D )
- Understand what the PM missions are and especially how to manage a brand on a day to day basis
- Handle the main tools of marketing management from product strategy crafting to marketing-mix implementation. ( 5.B )
- Propose creative solutions within the marketing organization. ( 3.B )
- Create the main memos used in marketing oriented companies such as the brand review, marketing plans. ( 5.C )
- Interact with external partners linked to product management (such as Market research/ Surveys institutes, Ad agencies. ( 5.D )
Presentation
Course will alternate reviewes of the main concepts and a competition based on a real brief given by a well-known company ( likely Danone ). Students will have to create a new product and propose the launching marketing plan to the company marketing team. The different sessions will cover market analysis, creative concept accuracy and positioning, as well as 4Ps implementation.
The various teams ( 5 students max ) will compete against each other so as to determine the winning project through a presentation to Danone marketing team.
The various teams ( 5 students max ) will compete against each other so as to determine the winning project through a presentation to Danone marketing team.
Modalités
Organization
| Type | Amount of time | Comment | |
|---|---|---|---|
| Présentiel | |||
| Cours magistral | 5,33 | ||
| Coaching | 5,34 | ||
| Travail personnel | |||
| Group Project | 12,00 | ||
| Charge de travail personnel indicative | 4,00 | ||
| Stage | |||
| Visites | 5,33 | Company presence for briefing and final jury. | |
| Overall student workload | 31,00 | ||
Evaluation
| Control type | Duration | Amount | Weighting |
|---|---|---|---|
| Autres | |||
| Projet Collectif | 12,00 | 1 | 85,00 |
| Contrôle continu | |||
| Participation | 16,00 | 1 | 15,00 |
| TOTAL | 100,00 | ||
Ressources
Bibliography
Marketing Management, 14th ed Pearson Education, Prentice Hall, 2011 - Philip Kotler -
Marketing Plan Handbook and marketing Pro, 2/e, 2005 - Marian Burk Wood -
Marketing: Real People, Real Decisions Solomon Marshall Pearson Education -
Reviews: LSA; Linéaires; Points de vente -
Marketing Plan Handbook and marketing Pro, 2/e, 2005 - Marian Burk Wood -
Marketing: Real People, Real Decisions Solomon Marshall Pearson Education -
Reviews: LSA; Linéaires; Points de vente -