Ce cours apparaît dans les formations suivantes :
• IÉSEG > IESEG Degree - Programme Grande École > Semester 1 > 2,00 ECTS
• IÉSEG > IESEG Degree - Programme Grande École > Semester 2 > 2,00 ECTS

Pré requis

Good knowledge of Marketing Management – Master level students only. Abilities to work in a transcultural environment

Objectifs du cours

At the end of the course, the students should be able to:
Understand the overall management of a product / brand
- Evaluate the main product management approaches
- Understand the problems product managers are facing in their companies
- Handle the main tools of marketing management from the product strategy formulation to marketing-mix implementation
- Write and plan the main memos used in marketing oriented companies such as the brand review, briefs, marketing plans
- Work with external partners linked to the product management (such as Market research/ Surveys institutes, Ad agencies.)

Contenu du cours

Reminders on major marketing concepts,...., Coworking with external agencies ( packaging brief, copy-strategy, ...).

Modalités d'enseignement

Organisation du cours

Méthodes pédagogiques

• Group work
• Interactive class
• Project work

Évaluation

Product launching plan made in groups

Bibliographie

• Marketing Management, 14th ed Pearson Education, Prentice Hall, 2011 - Philip Kotler -

• Marketing Plan Handbook and marketing Pro, 2/e, 2005 - Marian Burk Wood -

• Marketing: Real People, Real Decisions Solomon Marshall Pearson Education -

Ressources internet

• IESEG Online

  on-line document on the intranet