Marketing

Objective

The objective of the class are multiple : 

1. Introduce marketing key concepts for value creation and management 
2. Master key concepts, vocabulary, marketing research 
3. Explore digital and sustainable marketing 

Final assessment :

• 80%: use case presentation 
• 20%: attendance and participation 

Planning

1) Presentation of the marketing course, key concepts and tools

2)  Marketing research – part 1

3) Marketing research – part 2

4) Brand planning

5) Brand identity, experience & value

6)  Brand portfolio  

7)  Digital marketing - part 1

8) Digital marketing - part 2

9) Product & pricing strategy

10) Distribution & promotion strategy

11)  Presentation case study

12)  Presentation case study

References

• Principes de Marketing (2013) Gary Amstrong et Philip Kotler Ed. Pearson
• Marketing Management (2019), Philip Kotler, Kevin Keller, Delphine Manceau, Bernard Dubois, 16ème edition, Ed. Pearson
• Market, Fondements et méthodes des  recherches en Marketing (2011)  Bernard Pras, Elyette Roux, Pierre Desmet, 4ème édition, Ed. Dunod