Number of hours
- Lectures 12.0
- Projects -
- Tutorials 12.0
- Internship -
- Laboratory works -
- Written tests -
ECTS
ECTS 2.0
Goal(s)
- Students know methods and tools for understanding clients' needs, in order to design better products or services
- Understand approaches, methodologies and tools relative to Strategic & Operational Marketing
Content(s)
this module will be articulated around fundamentals of Strategic and Operational Marketing.
In complement, specific focus will be done on :
- Market analysis
- Place of market studies in marketing
- the different kinds of studies
- general methodology
* desk research
* field research
sampling, different ways to ask questions, questionnaire, question guid - treatment of informations
- analysis, synthesis, presenting the conclusions, recommend actions
- Functionnal analysis
- Value analysis
No specific pre requisits required, however some readings are recommended such as :
- White papers realtive to Marketing (available on internet)
- Marketing Stratégique et Opérationnel - 10e édition / La démarche marketing dans une perspective responsable / Jean-Jacques Lambin, Chantal de Moerloose
Final Exam (individual) at the end of the module (EEI)
Worksops and exercices during courses (individual and/or by group) (TDI/G)
Presentation using "keynotes" model on a specific and given Marketing topics (by group) (PKG)
Case study with oral presentation and booklet (by group) (ECPDG)
Catch-up only for final and individual exam
More than 3 absences (without justification) will lead to cancelation of continuous control/assessement, consequetly grade of 0 will apply.
module compatible with a remote/online organization of teaching and exams
Calcul de la note finale :
EEI*40% + (TDI/G + PKG)*10% + ECPDG*50%
The course exists in the following branches:
- Curriculum - Engineer IPID apprentice program - Semester 7
Course ID : 4GMA0323
Course language(s):
You can find this course among all other courses.
Marketing management, 11e édition de Philip Kotler, Bernard Dubois, Delphine Manceau
Mercator – Jacques Lendrevie / Denis Lindon
Le Grand Livre du Marketing digital – Rémy Marrone / Claire Gallic