This class exists in these courses :
• Faculté des Lettres et Sciences Humaines - Master 1 Affaires Internationales Trilingues - Parcours Marketing International et Négociation - S1 - 3 ECTS
  Faculté des Lettres et Sciences Humaines - Master 1 Double diplôme Marketing international et négociation – Lille / Liverpool - S1 - 3 ECTS

Course description

I) Marketing & Information
- Market research
- Internal & external diagnosis
- Surveys
- Aims of market surveys
- Sampling
- Variation over time
- Geographical variation

II) Strategic Marketing
- The company and its environment : political, legal, economic, technological and sociocultural
- Domains of strategic activity: 1 technology, 1 sector, 1 need
- Strategic Choices: targets, sectors, growth, special offers, competition et internationalisation
- Beating your competitors
- Human capital
- Strategic developments: geomarketing, net-marketing et sensory marketing

III) Operational Marketing
- Commercial policy

Class type

Class structure

Lectures: 1½ hour per week
Tutorials: 1 hour per week

Teaching methods

Assessment