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Establishment
Language of instruction
French, English
Teaching content
UE4
Training officer(s)
G.Druart
Présentation
Prerequisite
None.
Goal
This course revolves around two main objectives:
- growing familiar 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.
- growing familiar 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.
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 | |
|---|---|---|---|
| Face to face | |||
| 12,00 | |||
| 6,00 | |||
| Independent study | |||
| Travail personnel indicatif | 18,00 | Application, révisions et élaboration de l’analyse de marché en groupe. | |
| Overall student workload | 36,00 | ||
Evaluation
Test and exam: multiple choice questions 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.ManceauPearson Education, 13ème édition, 2009.
Comportement du consommateur, concepts et outils - D. Darpy et P. VolleDunod.2003
Le comportement du consommateur et de l'acheteur - R.LadweinEconomica, 2003.
Comportements du consommateur : Concepts et outils - D.DarpyDunod 3e édition, 2012.
Marketing stratégique et opérationnel : Du marketing à l'orientation-marché - J.J Lambin et C. De MerlooseDunod; Édition : 7e édition , 2008.
L'art du marketing - Collectif, Village Mondial, 1999.Collectif, Village Mondial, 1999.
Études de marchés : Méthodes et outils - M. Gauthy-Sinéchal, M.VandercammenDe Boek, 3e édition, 2010.
Marketing : L'essentiel pour comprendre, décider, agir - M.VandercammenDe Boek, 3e édition, 2011.
Techniques d'études de marché - E. VernetteVuibert, 2ème édition, 2006.
Mercator - Théorie et pratique du marketing - J.Lendrevie et J.LévyDunod, 9ème édition, 2009.
Internet resources