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Our Degree Programs
Establishment
Language of instruction
French, English
Teaching content
MB-EMM
Training officer(s)
F.GRUMETZ
Stakeholder(s)
Béatrice GRIMONPONT
Présentation
Goal
The concurring engineering development or the multiplication of project manager posts brings the engineer to work frequently with marketing people. In order to do this, he has to understand the marketing approach (sometimes in conflict with the engineer's one), understand the numerous used notions and be able to understand the market study results.
Presentation
- Marketing introduction: design and marketing attitude, definition and marketing approach.
- Definition of "market"
- The company's environment: the position of a company in a market
- The consumer's behaviour: basic notions, situation and purchasing process.
- The strategic marketing: definition, approaches, tools and different strategies
- The market studies: the different types and realisation process of a market study
- The action on the market: the marketing mix: product, price, promotion, place (distribution)
- Definition of "market"
- The company's environment: the position of a company in a market
- The consumer's behaviour: basic notions, situation and purchasing process.
- The strategic marketing: definition, approaches, tools and different strategies
- The market studies: the different types and realisation process of a market study
- The action on the market: the marketing mix: product, price, promotion, place (distribution)
Modalités
Organization
| Type | Amount of time | Comment | |
|---|---|---|---|
| Face to face | |||
| Lectures - face to face | 20,00 | ||
| Exercises | 8,00 | ||
| Independent study | |||
| Independent study | 50,00 | ||
| Overall student workload | 78,00 | ||
Evaluation
Creative file
| Control type | Duration | Amount | Weighting |
|---|---|---|---|
| Continuous assessment | |||
| Test | 2,00 | 1 | 50,00 |
| Final Exam | |||
| Written test | 2,00 | 2 | 50,00 |
| TOTAL | 100,00 | ||
Ressources
Bibliography
Le comportement du consommateur face aux variables d'actions marketing - A.Amine
Management et société 1999
L'analyse du marché - V. BoulocherVuibert 2006
Les outils du marketing stratégique et opérationnel - Y.PariotEditions d'organisation 2007