Ce cours apparaît dans les formations suivantes :
• Faculté de Gestion, Economie & Sciences - Masters - Master 1 Marketing & Responsible Cocreation - S1 - 4 ECTS

Pré requis

Good understanding of English, oral and written;

Basic (Bachelor level) knowledge of marketing;

Intellectual curiosity and open-mindedness.

Objectifs du cours

The main purpose of this course is to provide participants with fundamental knowledge of marketing, recognizing that the success of an enterprise is sustainable only if it can meet the current and prospective needs of customers. More specifically, the objectives of this course are to:

• Explain the role of marketing in the (global) organization and prepare participants to be responsible and well-informed decision-makers;


• Provide a deep understanding of the key components of marketing, and how marketing can help a firm reach its strategic objectives;


• Explain the concept of sustainable market, and explore real-world examples;


• Develop the skills to design and implement a successful marketing strategy as well as to create customer and firm value;

Become aware of how marketing evolves over time in a rapidly changing global environment

Contenu du cours

• Marketing strategy, planning and objectives; understanding the marketplace;


• Introduction to company case: sustainable marketing;


• Consumer behavior and market research;


• Strategy development: segmentation and targeting;


• Product and brand strategy;


• Communication and brand positioning;


• Pricing and promotions;

Group case presentations

Modalités d'enseignement

Organisation du cours

• Lectures


• Tutorials


• In-class discussions


• Case studies


• In-class presentations

Méthodes pédagogiques

Évaluation

Bibliographie

• There is no textbook for this course. Various readings (journal articles, web articles, etc.) will be indicated by the instructor throughout the semester.