Marketing & the Media

I) Marketing
& Information

- Market research

- Internal &
external diagnosis

- Surveys

- Aims of market surveys

- Sampling

- Variation over time

- Geographical variation

II) Strategic
Marketing

- The company and its
environment : political, legal, economic, technological and sociocultural

- Domains of strategic activity: 1
technology, 1 sector, 1 need

- Strategic Choices: targets,
sectors, growth, special offers, competition et internationalisation

- Beating your
competitors

- Human capital

-Strategic developments:
geomarketing, net-marketing et sensory marketing

III) Operational
Marketing

-
Commercial
policy

-
Objective

-
Strategies :
product mix, price mix, distribution mix, communication mix

-
The coherence of
actions

-
Recommendation