Marketing Management [EFASB352]

Objectives

The goal of this course is to give students the important elements (concepts, strategies, tools, methods...) to: a) understand and analyze the problems related to marketing management; b) think about marketing policies to implement in different practical cases.

Analysis and reflection prevail over implementation and control. The course emphasizes strategic marketing instead of operational marketing.

Content

The course proposes an introduction to marketing. The first part presents the general aspects to better understand marketing management. What is marketing? What is marketing management? Marketing is situated in its context: the company and the society. Its fundamental principle, i.e., market-orientation, is developed and its process, i.e., strategic planning, is explained.

Then the different steps of marketing management are investigated. First, the analysis step deals with the analysis of the environment, the markets and the competitiveness to better understand the market opportunities of the company. Then the strategic planning is presented. It involves the development of marketing strategies to identify market segments and targets and to position products. The course ends with the planning of the marketing policies related to each dimension of the marketing mix, i.e., price, product, place and promotion.

Table of contents

Part I: To understand  marketing management

Part II: To analyze the market

Part III: To develop marketing strategies

Part IV: To plan marketing policies

Exercises description

Practice sessions (involving exercices, case studies, readings of articles) are integrated into the course.