Code | Type | Head of UE | Department’s contact details | Teacher(s) |
---|
UW-B3-SCGEST-004-C | Compulsory UE | SCOUBEAU Chantal | W727 - Marketing et Communication | - SCOUBEAU Chantal
- MERZBACH Hélène
|
Language of instruction | Language of assessment | HT(*) | HTPE(*) | HTPS(*) | HR(*) | HD(*) | Credits | Weighting | Term |
---|
| Français | 38 | 22 | 0 | 0 | 0 | 6 | 6.00 | 2nd term |
Integrated test : there will be no assessment for each AA but a single assessment for the UE.
Objectives of Programme's Learning Outcomes
- Implement an academic view on knowledge, particularly through the mastery of methods and literature research tools.
- Develop and structure reasoning by basing it on suitable scientific arguments
- Actively master the fundamental concepts and models of economic sciences and management sciences
- Identify and explain the concepts, principles and models of fundamental theoretical trends in economic sciences and management sciences and their applications.
- Understand how organisations and markets work
- Understand the methods and tools adapted to the field of economics and management
- Acquire basic methodological tools necessary for scientific inquiry in the field of economics and management.
- Conduct relevant research from scientific literature and select appropriate elements with respect to a particular research topic.
- Describe the principles of methodological approaches (objectives, methods, techniques and tools) to understand and explain the functioning of organisations and markets.
- Give a critique and argue a point of view as part of a scientific approach
- Mobilise communication skills in two languages other than French, both orally and in writing, as a presentation of an argument or piece of research in accordance with scientific ethics.
- Demonstrate an acute sense of analysis, criticism and ethics in relation to various issues in economics and management.
- Demonstrate working and analytical rigour.
- Be rigorous and independent in learning, particularly through adequate planning of activities to be undertaken in order to best utilise the time available.
- Develop their scientific curiosity and open-mindedness
- Demonstrate self-awareness, assess themself, and adapt.
- Actively master a knowledge base in human, legal and social sciences, essential for analysing problems in management.
- Understand the implications of different human sciences on the way organisations and markets work.
- Identify and describe the specific characteristics of management and its relationship to other contributory disciplines
- Understand extensive problems in certain areas of management.
- Implement an academic view on knowledge, particularly through the mastery of methods and literature research tools.
- Understand, synthesise and discuss complex information and texts on economics and management.
- Summarise the contributions of different sources to justify an opinion or decision
- Develop and structure reasoning by basing it on suitable scientific arguments
- Actively master the fundamental concepts and models of economic sciences and management sciences
- Identify and explain the concepts, principles and models of fundamental theoretical trends in economic sciences and management sciences and their applications.
- Understand how organisations and markets work
- Understand the methods and tools adapted to the field of economics and management
- Acquire basic methodological tools necessary for scientific inquiry in the field of economics and management.
- Conduct relevant research from scientific literature and select appropriate elements with respect to a particular research topic.
- Describe the principles of methodological approaches (objectives, methods, techniques and tools) to understand and explain the functioning of organisations and markets.
- Give a critique and argue a point of view as part of a scientific approach
- Mobilise communication skills in two languages other than French, both orally and in writing, as a presentation of an argument or piece of research in accordance with scientific ethics.
- Demonstrate an acute sense of analysis, criticism and ethics in relation to various issues in economics and management.
- Critically compare knowledge acquired to real situations.
- Identify and explain the concepts, principles and models of fundamental theoretical trends in economic sciences and management sciences and their applications.
- Develop and structure reasoning by basing it on suitable scientific arguments
- Demonstrate an acute sense of analysis, criticism and ethics in relation to various issues in economics and management.
- Demonstrate working and analytical rigour.
- Be rigorous and independent in learning, particularly through adequate planning of activities to be undertaken in order to best utilise the time available.
- Develop their scientific curiosity and open-mindedness
- Demonstrate self-awareness, assess themself, and adapt.
Learning Outcomes of UE
At the end of this class students should be able to understand the main dimensions of the strategic and operational approaches of marketing. This is developped by using consumer behavior approaches. Market studies are pinpointed and used to develop efficient marketing strategies. Important concepts are developped : segmentation, targeting and positioning are studied by the way of case studies. The marketing mix is also analyzed. (4 P )
Content of UE
- Définition of strategic and operational marketing
- Segmentation, targeting and positioning : case studies and examples-
- Market researches
- Marketing planning
- Structuration and control of the marketing efforts
- 4P : understanding the main decisions
- Managing the marketing mix : implementing an integrated marketing approach and mesure performance
Type of Assessment for UE in Q2
- Presentation and/or works
- Oral Examination
- Written examination
Q2 UE Assessment Comments
A written or oral examination will be proposed regarding the situation and the number of students. It will be completed by a work valorised for 30% of the course
Type of Assessment for UE in Q3
- Oral examination
- Written examination
Q3 UE Assessment Comments
A written or oral examination will be proposed regarding the situation and the number of students
Type of Teaching Activity/Activities
AA | Type of Teaching Activity/Activities |
---|
W-MAKO-034 | - Cours magistraux
- Travaux pratiques
- Etudes de cas
|
W-MAKO-035 | - Travaux pratiques
- Etudes de cas
|
W-MAKO-036 | - Cours magistraux
- Conférences
- Travaux pratiques
- Etudes de cas
|
W-MAKO-037 | - Travaux pratiques
- Etudes de cas
|
Mode of delivery
AA | Mode of delivery |
---|
W-MAKO-034 | |
W-MAKO-035 | |
W-MAKO-036 | |
W-MAKO-037 | |
Required Reading
AA | |
---|
W-MAKO-034 | |
W-MAKO-035 | |
W-MAKO-036 | |
W-MAKO-037 | |
Required Learning Resources/Tools
AA | Required Learning Resources/Tools |
---|
W-MAKO-034 | Not applicable |
W-MAKO-035 | Not applicable |
W-MAKO-036 | Not applicable |
W-MAKO-037 | Not applicable |
Recommended Reading
AA | |
---|
W-MAKO-034 | |
W-MAKO-035 | |
W-MAKO-036 | |
W-MAKO-037 | |
Recommended Learning Resources/Tools
AA | Recommended Learning Resources/Tools |
---|
W-MAKO-034 | Principes de marketing - P KOTLER - 14ème Edition - Editions Pearson - 2019
Marketing Management - P KOTLER, K. KELLER, D. MANCEAU - 16ème édition - Editions Pearson - 2019 |
W-MAKO-035 | Principes de marketing - P KOTLER - 14ème Edition - Editions Pearson - 2019
Marketing Management - P KOTLER, K. KELLER, D. MANCEAU - 16ème édition - Editions Pearson - 2019 |
W-MAKO-036 | Not applicable |
W-MAKO-037 | Marketing Management, Philip Kotler, Kevin Keller, Aurélie Hemonnet, Delphine Manceau, Pearson, 16edt, 2019;
Etude marketing, Naresh Malhotra, Pearson, 6edt, 2014;
Etudes et analyses marketing,Sandrine Macé, Alvin C. Burns, Ann Veeck, Ronald F. Bush, Sandrine Macé, 8edt, 2018. |
Other Recommended Reading
AA | Other Recommended Reading |
---|
W-MAKO-034 | Not applicable |
W-MAKO-035 | Not applicable |
W-MAKO-036 | Marketing Management, Philip Kotler, Kevin Keller, Aurélie Hemonnet, Delphine Manceau, Pearson, 16edt, 2019;
Etude marketing, Naresh Malhotra, Pearson, 6edt, 2014;
Etudes et analyses marketing,Sandrine Macé, Alvin C. Burns, Ann Veeck, Ronald F. Bush, Sandrine Macé, 8edt, 2018. |
W-MAKO-037 | Not applicable |
(*) HT : Hours of theory - HTPE : Hours of in-class exercices - HTPS : hours of practical work - HD : HMiscellaneous time - HR : Hours of remedial classes. - Per. (Period), Y=Year, Q1=1st term et Q2=2nd term