The class aims to familiarize students with new marketing issues and its main concepts. It is intended to provide students with the methodological tools necessary to implement a marketing plan within an organization. The main concepts and tools of strategic marketing are examined: competitive analysis, segmentation, targeting, positioning, strategic priorities, marketing mix, marketing plan. New product development strategies and communication strategies are also discussed.
A good command of the principles of micro-economy.
The number of ECTS credits and the assessment methods are likely to be different for students in credit exchange programmes.
The class is based on interaction with students. Students are expected to read prescribed press or academic articles and company cases in order to be able to interact during the sessions. The documents to be read are digitized and posted on the digital platform.
Year Fourth year
Teaching languageFrench
Teaching term Six-monthly
ECTS credits 2.0
Number of hours 18.0
Teaching activityLecture course
ValidationFinal written examination
Mandatory teaching