Marketing


Objective

  1. Introduction to fundamental Marketing concepts
  2. Teaching students to use these concepts in concrete cases
  3. Enabling students to use these concepts in the real world

 

Planning

Teaching methods:
Each session includes:

  1. a theoretical presentation
  2. a case study
  3. reports on students’ work

In addition to preparing the case studies, the work includes a small amount of fieldwork (store checks in at least two shops) with a very specific plan for collecting information

Références

  • Marketing Management (2010), Philip Kotler, Kevin Keller, Delphine Manceau, Bernard Dubois, 13ème edition, Ed. Pearson
  • L’essentiel du marketing (2010)  Eric Vernette, 3ème édition, Ed. Eyrolles
  • Market, Fondements et méthodes des  recherches en Marketing (2009)  Bernard Pras, Elyette Roux, Pierre Desmet, 4ème édition, Ed. Dunod
  • Facebook, Twitter et les autres, comment intégrer les réseaux sociaux dans une stratégie d’entreprise (2010)  Christine Balagué, Editions Pearson
  • Le marketing en ligne (2011) Christine Balagué, Editions Pearson