At the end of the course, the students should be able to:
– Understand what the PM missions are and especially how to manage a brand on a day to day basis
– Handle the main tools of marketing management from product strategy crafting to marketing-mix implementation. ( 5.B )
– Propose creative solutions within the marketing organization. ( 3.B )
– Create the main memos used in marketing oriented companies such as the brand review, marketing plans. ( 5.C )
– Interact with external partners linked to product management (such as Market research/ Surveys institutes, Ad agencies. ( 5.D )
Course will alternate reviewes of the main concepts and a competition based on a real brief given by a well-known company ( likely Danone ). Students will have to create a new product and propose the launching marketing plan to the company marketing team. The different sessions will cover market analysis, creative concept accuracy and positioning, as well as 4Ps implementation.
The various teams ( 5 students max ) will compete against each other so as to determine the winning project through a presentation to Danone marketing team.
