Actualités et agenda
Nos formations
Établissement
Langue d'enseignement
English
Matières
MARKETING
Responsable(s)
G.DE KERVILER
Intervenant(s)
Jean-Christophe Bonnard
Présentation
Prérequis
Marketing and Market Research principles
Objectifs
At the end of the course, the student should be able to:
Assurance of Learning goal. Are competent in their field, rigourous and committed to quality.
Main objectives: Master the panel techniques, to acquire an expertise in marketing analysis and decision practices. Provide a professional quality oral presentations using adapted tools.
Objectives. Panels: measuring marketing performance and analytics
1. Know what is a retail / consumer panels and how marketing people use it in various sectors.
2. Manage the marketing key indicators. Four elements and all the derived calculations.
3. Perform an in-depth market analysis and recommend marketing actions / decisions.
4. Master marketing calculations: distribution or price elasticity, ROI, etc..
5. Complete AIRP market study: Analysis, Interpretation, Recommendation, Presentation methods as expected from marketing professionals.
Assurance of Learning goal. Are competent in their field, rigourous and committed to quality.
Main objectives: Master the panel techniques, to acquire an expertise in marketing analysis and decision practices. Provide a professional quality oral presentations using adapted tools.
Objectives. Panels: measuring marketing performance and analytics
1. Know what is a retail / consumer panels and how marketing people use it in various sectors.
2. Manage the marketing key indicators. Four elements and all the derived calculations.
3. Perform an in-depth market analysis and recommend marketing actions / decisions.
4. Master marketing calculations: distribution or price elasticity, ROI, etc..
5. Complete AIRP market study: Analysis, Interpretation, Recommendation, Presentation methods as expected from marketing professionals.
Présentation
- Part 1. Retailers and Consumer panels (Day 1) and syndicated marketing research. What is a panel and what for ? (methods, structure, objectives, practices, key companies).
- Part 2. Mastering Panel metrics and basics elements, key calculations, and the major derived indicators..
- Part 3. Perform a Market analysis. (Days 2 to 6)
How to manage and read data? The do’s / Don’t. Some Tips.
Perform a market analysis using various case studies. From data lecture to marketing interpretation.
Assess a market, brand performance vs competition, new SKU’s, evaluate a product launching, market demand, distribution, speed to market, channel performance, effectiveness of an assortment, etc.
- Part 4. The marketer toolbox (Day 5 est.). Marketing business pratices: ie Push and Pull, statisticals reg. Pricing, Price elasticity, Distribution, ROI.
- Part 5. Market presentation A.I.R.P (Day 3 and 6). To complete and present market study “AIR-P” = Analysis, Interpretation, Recommendation and Presentation.
- Part 2. Mastering Panel metrics and basics elements, key calculations, and the major derived indicators..
- Part 3. Perform a Market analysis. (Days 2 to 6)
How to manage and read data? The do’s / Don’t. Some Tips.
Perform a market analysis using various case studies. From data lecture to marketing interpretation.
Assess a market, brand performance vs competition, new SKU’s, evaluate a product launching, market demand, distribution, speed to market, channel performance, effectiveness of an assortment, etc.
- Part 4. The marketer toolbox (Day 5 est.). Marketing business pratices: ie Push and Pull, statisticals reg. Pricing, Price elasticity, Distribution, ROI.
- Part 5. Market presentation A.I.R.P (Day 3 and 6). To complete and present market study “AIR-P” = Analysis, Interpretation, Recommendation and Presentation.
Modalités
Organisation
| Type | Amount of time | Comment | |
|---|---|---|---|
| Présentiel | |||
| Cours interactif | 16,00 | ||
| Coaching | 4,00 | ||
| Autoformation | |||
| Lecture du manuel de référence | 1,00 | Marketing Management Chapters 3 & 4 - Kotler | |
| Travail personnel | |||
| Group Project | 10,00 | ||
| Individual Project | 10,00 | ||
| Charge de travail personnel indicative | 10,00 | ||
| Overall student workload | 51,00 | ||
Évaluation
The course assessment is based on a case studies (individual and teamwork) a final grouo presentation plus an exam on final day (MCQ / 1h) and in-class participation during the 6 sessions.
| Control type | Duration | Amount | Weighting |
|---|---|---|---|
| Contrôle continu | |||
| Participation | 4,00 | 0 | 10,00 |
| QCM | 1,00 | 1 | 40,00 |
| Autres | |||
| Projet Collectif | 3,00 | 1 | 30,00 |
| Projet Individuel | 1,00 | 1 | 20,00 |
| TOTAL | 100,00 | ||
Ressources
Bibliographie
Marketing Management - P.Kotler - Chapters 3 and 4. -
Articles related to Mix Marketing decisions will be shared during class -
Articles related to Mix Marketing decisions will be shared during class -