This class exists in these courses :
• ISTC > Master in Economics and Business - Specialisation in International Business and Economics Engineering > Semester 1 > 4,00 ECTS
• ISTC > Master in Economics and Business - Specialisation in International Business and Economics Engineering > Semester 2 > 4,00 ECTS

Prerequisites

- Understanding the purpose of a business within a market economy.
- Analysing the mutations of Western consumer societies.
- Understanding the logic of a market.

Learning outcomes

- Understanding the main goals of a marketing department within a business.
- Grasping the marketing approach.
- Developing a global marketing plan.

This course develops the following professional skills:
- Understanding, analysing and interpreting one’s environment (general knowledge), including the global context.
- Designing and presenting a through-the-line communication strategy: drawing it up, presenting and defending it (being able to justify the choices made).
- Implementing a communication plan (creation, budget, follow-up).
- Measuring, comparing and analysing the performance of a communication action.
- Developing your personality with an emphasis on values of integrity, open-mindedness, tolerance, and respect.

Course description

Session 1:
- Origin and appearance of marketing.
- Analysis of modern societies (market, supply, demand).
- Answer provided by marketing.
- Marketing approach.
- External and internal analysis.

Session 2:
- Corporate strategy.
- Marketing strategy.
- Segmentation & targeting.
- Positioning.

Session 3:
- Product mix.
- Supply and innovation.
- Products life cycle.
- Brand.
- Range.
- Managing a range.
- Packaging.

Session 4:
- Price mix.
- Distribution mix.

Session 5:
- Communication mix.
- Its role within marketing strategy.

Class type

Class structure

Teaching methods

• Lecture
• Sharing experiences

Assessment