This class exists in these courses :
• Faculté de Gestion, Economie & Sciences - Masters - Master 1 Management des Entreprises - S1 - 3 ECTS

Learning outcomes

Integrating the different tools and market analysis for positioning a product, a brand (branding) or idea (sustainable marketing). Introduction to new tools of the 21st century marketeer to understand consumer behavior through segmentation and targeting, such as neuromarketing, social networks and marketing 2.0. Operationalizing the strategy beyond the 4 P's.

Course description

Introduction
- From consumer to prosumer,
- From the bounded rationality to irrationality predictable (the official economic Homo-psychologicus)
Back to Basic
- Market analysis and market auditing
- Segmentation, targeting, positioning

Analysis of consumer behavior, the foundation of segmentation and targeting
- Cognitive and hierarchical models (Learn, Feel, Do)
- New consumer paradigms (neuromarketing and the role of decision-making processes and unconscious emotions, logic 2.0 and participatory)
- Beyond the simple satisfaction of needs (sustainable marketing and psycho-social theories of behavior change).

Operationalization
- Beyond the 4 P's, the experiential product, the affinity marketing and interactive communication.

Class type

Class structure

Teaching methods

Assessment

Recommended reading

• Christophe Sempels & Marc Vandercammen , 2008, « Oser le marketing durable :concilier marketing et développement durable,
  Jean-Jacques Lambin, 2007, « Marketing stratégique et opérationnel , du marketing stratégique à l'orientation marché », Dunod, 7è ed,
  Martin Lindstrom, 2009, « buy ology », Random House UK,
  François Laurent, 2008, « Marketing 2.0 : L'intelligence collective », M21 ed.,
  Gerald Zaltman, 2004, « Dans la tête du client : Ce que les neurosciences disent au marketing » , ed. d’organisation,