This class exists in these courses :
• Faculté de Gestion, Economie & Sciences - Masters - Master 1 Marketing & Responsible Cocreation - S1 - 4 ECTS

Prerequisites

Good understanding of English, oral and written;

Basic (Bachelor level) knowledge of marketing;

Intellectual curiosity and open-mindedness.

Learning outcomes

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.

Course description

• 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.

Class type

Class structure

• Lectures


• Tutorials


• In-class discussions


• Case studies


• In-class presentations

Teaching methods

Assessment

Recommended reading

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