ECTS : 6
Volume horaire : 45
Description du contenu de l'enseignement :
Course Description:
Session 1 : Introduction to marketing and to the module
Session 2 : Marketing mix - Product and services
Session 3 : Marketing mix - Communication
Session 4 : Marketing mix - Distribution
Session 5 : Marketing mix - Price /Group project presentations: Observation phase debrief
Session 6 : Marketing strategy + branding
Session 7 : Understanding the market environment + Market research
Session 8 : Understanding consumers /Group project presentations: Secondary data phase debrief
Session 9 : Contemporary issues in marketing
Session 10 : Simbrand Business Game
Session 11 : Simbrand Business Game
Session 12 : Simbrand Business Game /Group project presentations: Primary data phase debrief
Compétence à acquérir :
This course aims at giving a general overview of Marketing, developing its main concepts, methodologies and practices. This introductory course will provide a good basis for students who wish to pursue with a master’s in marketing, as well as those who are curious to know more about the fundamentals of this subject.
The specific objectives of this course are the following:
- Discover and understand the key notions and tools of marketing
- Understand the importance of consumer insights
- Discover the components of a marketing strategy as well as those of the marketing mix
- Evaluate and critically analyse a marketing strategy
- Understand current developments in the marketing discipline
Mode de contrôle des connaissances :
The course evaluation will be based on:
- An individual project (50%)
- A group project (35%)
- A marketing simulation game (15%)
Bibliographie, lectures recommandées :
Kotler, P., Armstrong, G., Harris, L. C., & Piercy, N. (2017). Principles of Marketing (7th European ed.).