Face-to-face , first term, 30 hours of theory and 15 hours of exercises.

First term
Tuesday from 13:00 to 15:00 at 43 Botanique 5

French

This course aims to provide the students with fundamental elements (concepts, strategies, tools, methods…) in order to:
a) understand and analyse problems related to the marketing management of companies;
b) think about the marketing policies that should be implemented in different applications.

The analysis and reflection dimension will take precedence over the implementation and control dimension. The course focuses on strategic marketing rather than on operational marketing. In addition, we will often use the basic disciplines (economics, human sciences, mathematics…) to explain the origins of the theories/practices of marketing management.

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This course is an introduction to marketing. The first part is a general overview aiming to explain marketing management. What is marketing? What is marketing management? Marketing will be replaced in its context: that of the company and society. Its fundamental principle, i.e. market-orientation, will be developed and its process, i.e. strategic planning, will be explained.

The main stages of a marketing management approach will then be studied successively. First, the analysing stage: analysis of the environment, the markets and competitiveness in order to grasp market opportunities that arise for the company.

After the analysis, comes the strategic reflection. That is the stage of development of marketing strategies to differentiate and establish the product offerings according to the customers' expectations and to the competition's offerings.

Finally, the course will study the planning of marketing policies at the level of each variable of the “marketing-mix”, i.e. product, price, distribution and communication.

Teaching method
A balance is sought between, on the one hand, an ex-cathedra lecture that aims for a more rigorous acquisition of concepts, tools and methods, and on the other hand, interactive teaching, highlighting the confrontation with the news and personal practice of student, as well as comprehension and critical thinking.

Exercise sessions (tuturials)
Five exercise sessions of two hours will be organised in groups. These tutorials aim for a better understanding of the concepts taught during the lecture as well as their application via case studies and other reflection questions. In addition, the solving of examination questions of the previous years will prepare the students to pass the assessment. The students will be asked to prepare these sessions in advance. The schedule of sessions will be communicated via the information boards (valves).

The examination will focus on the subject matter presented orally in class and some explicitly mentioned sections of the works quoted above in the bibliography.
The assessment is a written examination. It will focus on three aspects:
- The knowledge and understanding of the concepts, strategies, tools and methods;
- The capacity to analyse and synthesise a marketing management issue taken from business news;
- The capacity to analyse a written advertisement (chosen strategy and message).

Students have at their disposal a detailed outline of the subject matter and a copy of the slides presented during the course.
They are encouraged to complete these documents by taking notes and reading these two reference books:
Kotler, Ph., Keller, K. & Manceau, D. (2012). Marketing Management. Paris: Pearson Education (14e éd.).
Lambin, Jean-Jacques & de Moerloose, Chantal (2012). Marketing stratégique et opérationnel: Du marketing à l'orientation marché. Paris: Dunod (8e éd.).