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Establishment
Language of instruction
French, English
This course occurs in the following program(s)
Master in Economics and Administration
- Crédits ECTS:
Training officer(s)
Arnaud Petre
Présentation
Goal
Integrating the different tools and market analysis for positioning a product, a brand (branding) or idea (sustainable marketing). Introduction to new tools of the 21st century marketeer to understand consumer behavior through segmentation and targeting, such as neuromarketing, social networks and marketing 2.0. Operationalizing the strategy beyond the 4 P's.
Presentation
Introduction
- From consumer to prosumer,
- From the bounded rationality to irrationality predictable (the official economic Homo-psychologicus)
Back to Basic
- Market analysis and market auditing
- Segmentation, targeting, positioning
Analysis of consumer behavior, the foundation of segmentation and targeting
- Cognitive and hierarchical models (Learn, Feel, Do)
- New consumer paradigms (neuromarketing and the role of decision-making processes and unconscious emotions, logic 2.0 and participatory)
- Beyond the simple satisfaction of needs (sustainable marketing and psycho-social theories of behavior change).
Operationalization
- Beyond the 4 P's, the experiential product, the affinity marketing and interactive communication.
- From consumer to prosumer,
- From the bounded rationality to irrationality predictable (the official economic Homo-psychologicus)
Back to Basic
- Market analysis and market auditing
- Segmentation, targeting, positioning
Analysis of consumer behavior, the foundation of segmentation and targeting
- Cognitive and hierarchical models (Learn, Feel, Do)
- New consumer paradigms (neuromarketing and the role of decision-making processes and unconscious emotions, logic 2.0 and participatory)
- Beyond the simple satisfaction of needs (sustainable marketing and psycho-social theories of behavior change).
Operationalization
- Beyond the 4 P's, the experiential product, the affinity marketing and interactive communication.
Modalités
Forms of instruction
• Cours magistral
• Etudes de cas et exposés en groupe.
Evaluation
Ressources
Bibliography
Christophe Sempels & Marc Vandercammen , 2008, « Oser le marketing durable :concilier marketing et développement durable, ||Jean-Jacques Lambin, 2007, « Marketing stratégique et opérationnel , du marketing stratégique à l'orientation marché », Dunod, 7è ed, ||Martin Lindstrom, 2009, « buy ology », Random House UK, ||François Laurent, 2008, « Marketing 2.0 : L'intelligence collective », M21 ed., ||Gerald Zaltman, 2004, « Dans la tête du client : Ce que les neurosciences disent au marketing » , ed. d’organisation,