News
Our Degree Programs
Establishment
Language of instruction
French, English
Teaching content
UE11
Training officer(s)
G.Druart
Présentation
Prerequisite
None
Goal
- becoming familiar with the key concepts of marketing, including marketing mix.
- learning the main decisions and responsibilities of a marketing manager.
- acquiring the technical vocabulary of the discipline.
Skills and abilities
- Knowing the elements of the overall marketing approach as well as the main elements of the mix.
- Identifying and defining the main components of a marketing strategy.
- Understanding the choices made for a known brand with regard to the constituent elements of a marketing plan.
- learning the main decisions and responsibilities of a marketing manager.
- acquiring the technical vocabulary of the discipline.
Skills and abilities
- Knowing the elements of the overall marketing approach as well as the main elements of the mix.
- Identifying and defining the main components of a marketing strategy.
- Understanding the choices made for a known brand with regard to the constituent elements of a marketing plan.
Presentation
1- Understanding market segmentation mechanisms.
Understanding what a positioning is.
Understanding and assimilate the sequence of marketing thinking.
2- The product mix: knowing how to define the notion of product.
Knowing the components of the product mix.
Integrating analysis techniques.
3- The price mix: understanding the different price strategies.
Knowing the different techniques of fixing the price.
4- The mix of com - sales promotion and direct marketing: knowing the different elements that make up the mix of communication and know how to organize them.
Knowing and understanding the different techniques of sales promotion.
Discovering the fundamentals of direct marketing.
5- Knowing how to define the notion of distribution and sales force.
Knowing the distribution channels and their members
Making the choice of a distribution strategy.
Understanding what a positioning is.
Understanding and assimilate the sequence of marketing thinking.
2- The product mix: knowing how to define the notion of product.
Knowing the components of the product mix.
Integrating analysis techniques.
3- The price mix: understanding the different price strategies.
Knowing the different techniques of fixing the price.
4- The mix of com - sales promotion and direct marketing: knowing the different elements that make up the mix of communication and know how to organize them.
Knowing and understanding the different techniques of sales promotion.
Discovering the fundamentals of direct marketing.
5- Knowing how to define the notion of distribution and sales force.
Knowing the distribution channels and their members
Making the choice of a distribution strategy.
Modalités
Organization
| Type | Amount of time | Comment | |
|---|---|---|---|
| Face to face | |||
| 15,00 | |||
| Independent study | |||
| Travail personnel indicatif | 15,00 | Applications, lectures, recherche d’informations et révisions. | |
| Overall student workload | 30,00 | ||
Evaluation
| Control type | Duration | Amount | Weighting |
|---|---|---|---|
| Continuous assessment | |||
| 1,30 | 1 | 40,00 | |
| Final Exam | |||
| 1,30 | 1 | 60,00 | |
| TOTAL | 100,00 | ||
Ressources
Bibliography
Le marketing: fondements et pratique - DUBOIS, Pierre-Louis, JOLIBERT, Alain, GAVARD-PERRET, Marie-Laure
DUBOIS, Pierre-Louis, JOLIBERT, Alain, GAVARD-PERRET, Marie-Laure, et al. Le marketing: fondements et pratique. Paris : Economica, 1989.
Marketing management. - KOTLER, Philip et KELLER, Kevin LaneKOTLER, Philip et KELLER, Kevin Lane. Marketing management. 11e éd. Upper Saddle River NJ, 2003.
Principes de marketing - ARMSTRONG, G. et KOTLER, PhARMSTRONG, G. et KOTLER, Ph. Principes de marketing, 11éd. 2013.
Marketing stratégique et opérationnel - LAMBIN, Jean-Jacques, CHUMPITAZ, Ruben, et DE MOERLOOSE, ChantalLAMBIN, Jean-Jacques, CHUMPITAZ, Ruben, et DE MOERLOOSE, Chantal. Marketing stratégique et opérationnel. Du Marketing à l’Orientation Marché, Dunod, Paris, 2005.
Internet resources