Formation/Cours

Demonstrate an international mindset (L01.A)
Understand how the analysis of the environment impacts managerial decisions
Understand the core theoretical concepts in Marketing and their application to the real world of industry/practice
Propose creative solutions wihtin an organisation (L03.B)
Define the marketing mix and develop the marketing plan of a new concept
Convey poweful messages and make professional quality oral presentations using contemporary presentation techniques (powerpoint, video, infographie) (L04.C)
Communicate effectively in English (L01.C)

The objective of the course is to provide an introduction to some key concepts of marketing and to explain its role as a key determinant in any modern business environment. The strategic dimension of marketing is introduced, as well as decisions made by marketing managers (marketing mix). This course consists of E-learning (online sessions and E-book reading) and interactive sessions where students should develop in group the marketing mix for a new product idea. There is an offline kick-off lecture session that introduces the marketing management course and present a real case study from a company. The online lectures and the interractive sessions are structured in the following way:
– Session 1: analyse of the environment (chap 1 & 2)
– Session 2: understand consumer behavior (chap 3 & 4)
– Session 3: segmentation & Targeting & Positionning (chap 5)
– Session 4: Product (chap 6)
– Session 5: Communication (chap 10 and 11)
– Session 6: Prix and distribution (chap 8 and chap 9)
– Session 7: final session : video – marketing plan