Code
MUFF MKT 1201
Level
L1
Field
Marketing, commercial
Language
Français/French
ECTS Credits
4
Class hours
20
Total student load
80
Program Manager(s)
Department
- Management, Marketing et Stratégie
Educational team
Introduction to the module
This course aims to develop skills in fundamental marketing topics, namely consumer behavior, market research, and strategic marketing. Each topic will be addressed through both theoretical and practical approaches to facilitate knowledge acquisition and ensure mastery of the tools.
Learning objectives
- 5.1 - Monitor global and systemic changes in ecosystems in an international environment with a view to anticipating possible transformations and innovations and proposing proactive and proportionate responses to the major issues and challenges ahead.
- 5.2 - Lead or co-lead the development of an innovative, meaningful strategic vision, drawing on the potential of digital intelligence, within a set of identified constraints, to create the conditions for sustainable performance.
- 5.3 - Identifier les opportunités, menaces, tendances et risques émergents en mobilisant des méthodes d’analyse prospective permettant de projeter les futurs possibles du secteur et d’accompagner la prise de décision.
- 5.4 Proposer des orientations stratégiques adaptées aux évolutions de l’écosystème, afin d'aider aux décisions de transformation de l’organisation vers des trajectoires soutenables, pertinentes et créatrices de valeur durable.
Course Learning objectives
- Expliquer les concepts fondamentaux du marketing et leur rôle dans la création de valeur pour les clients et les organisations
- Identifier et analyser les principaux facteurs influençant le comportement du consommateur afin d'interpréter des situations de marché simples
- Utiliser les outils de base des études de marché pour collecter, traiter et interpréter des informations pertinentes à la prise de décision marketing
- Construire une analyse marketing élémentaire en mobilisant les concepts de segmentation, ciblage et positionnement pour répondre à une problématique donnée
- Explain the fundamental concepts of marketing and their role in creating value for customers and organizations
- Identify and analyze the main factors influencing consumer behavior in order to interpret simple market situations
- Use basic market research tools to collect, process, and interpret information relevant to marketing decision-making
- Develop a basic marketing analysis by applying the concepts of segmentation, targeting, and positioning to address a given problem
Content : structure and schedule
- Introduction to Marketing
- Consumer Behavior
- Market Research
- Strategic Marketing
- Marketing Mix
Sustainable Development Goals
ODD n°8 - Travail décent et croissance économique
ODD n°9 - Industrie, innovation et infrastructure
ODD n°12 - Consommation et production responsables
Ce cours amène les étudiants à de premières réflexions sur les impacts économiques et sociaux des décisions marketing (ODD 8 – travail décent et croissance), au rôle de l’innovation dans la compétitivité des entreprises (ODD 9 – industrie et innovation), et à l’intégration de pratiques de consommation et production responsables dans les stratégies marketing (ODD 12).
• SDG 8 – Decent Work and Economic Growth
• SDG 9 – Industry, Innovation and Infrastructure
• SDG 12 – Responsible Consumption and Production
This course introduces students to initial reflections on the economic and social impacts of marketing decisions (SDG 8 – decent work and economic growth), the role of innovation in firms’ competitiveness (SDG 9 – industry and innovation), and the integration of responsible consumption and production practices into marketing strategies (SDG 12).
Number of SDG's addressed among the 17
3
Learning delivery
synchrone
Pedagogical methods
Les cours s’équilibreront globalement entre cours magistral et application. Cours magistral pour présenter les concepts et outils. Exercices et cas pour valider la compréhension et pour appliquer les concepts et outils. Des travaux seront réalisés en cours et d’autres en autonomie.
The course will be broadly balanced between lectures and applied learning. Lectures will present the key concepts and tools, while exercises and case studies will be used to assess understanding and apply these concepts and tools. Some work will be completed in class, while other tasks will be carried out independently.
Evaluation and grading system and catch up exams
Continuous Assessment 1 (CA1) = Group assignment focusing on the use of basic market research tools to collect, process, and interpret information relevant to marketing decision-making, as well as to identify and analyse the main factors influencing consumer behaviour in order to interpret simple market situations.
Continuous Assessment 2 (CA2) = Group case study focusing on the development of a basic marketing analysis by applying the concepts of segmentation, targeting, and positioning to address a given problem.
Continuous Assessment 3 (CA3) = Individual in-class examination focusing on the explanation of the fundamental concepts of marketing and their role in creating value for customers and organisations (multiple-choice questions, accounting for no more than one third of the examination grade, and course-related questions).
Final grade (first examination session) = 15% CA1 (graded out of 5) + 25% CA2 (graded out of 4) + 60% CA3 (graded out of 10).
The academic regulations currently in force constitute the reference document.
If the final grade is below 10 out of 20, a resit examination will be organised and will account for 100% of the final grade. The resit consists of a 90-minute individual in-class examination comprising course-related questions and/or applied exercises covering all course materials.
Grades may be adjusted according to students’ participation (e.g., multiple-choice quizzes on course content, lateness or unexcused absence, classroom conduct, participation in an academic research project) through bonus or penalty points. Any assignment submitted after the deadline will receive a grade of 0.
Module Policies
The current academic regulations serve as the reference document.
Professor-Student Communication
● The professor will contact the students through their school email address (IMT-BS/TSP) and the Moodle portal. No communication via personal email addresses will take place. It is the student responsibility to regularly check their IMT-BS/TSP mailbox.
● Students can communicate with the professor by emailing him/her to his institutional address. If necessary, it is possible to meet the professor in his office or by videoconference by appointment.
Students with accommodation needs
If a student has a disability that will prevent from completing the described work or require any kind of accommodation, he may inform the program director (with supporting documents) as soon as possible. Also, students are encouraged to discuss it with the professor.
Class behavior
● Out of courtesy for the professor and classmates, all mobile phones, electronic games or other devices that generate sound should be turned off during class.
● Students should avoid disruptive and disrespectful behavior such as: arriving late, leaving early, careless behavior (e.g. sleeping, reading a non-course material, using vulgar language, over-speaking, eating, drinking, etc.). A warning may be given on the first infraction of these rules. Repeated violators will be penalized and may face expulsion from the class and/or other disciplinary proceedings.
● No delay is tolerated. Attendance will be declared on Moodle via a QR code provided by the teacher at each course start.
● Student should arrive on time for exams and other assessments. No one will be allowed to enter the classroom once the first person has finished the exam and left the room. There is absolutely no exception to this rule. No student can continue to take an exam once the time is up. No student may leave the room during an examination unless he / she has finished and handed over all the documents.
● In the case of remote learning, the student must keep his camera on unless instructed otherwise by the professor.
Honor code
IMT-BS is committed to a policy of honesty in the academic community. Conduct that compromises this policy may result in academic and / or disciplinary sanctions. Students must refrain from cheating, lying, plagiarizing and stealing. This includes completing your own original work and giving credit to any other person whose ideas and printed materials (including those from the Internet) are paraphrased or quoted directly. Any student who violates or helps another student violate academic behavior standards will be penalized according to IMT-BS rules.
Textbook Required and Suggested Readings
Référence obligatoire / Texbook required : De Baynast, A., Lendrevie, J., & Lévy, J. (2021). Mercator : Tout le marketing à l'heure de la data et du digital (13e éd.). Dunod.
Keywords
Concepts marketing, processus marketing, comportement du consommateur, études de marché, stratégie marketing, marketing mix / Marketing concepts, marketing process, consumer behaviour, market research, marketing strategy, marketing mix.
Prerequisites
Aucun