Code
MUFF MKT 1201
Level
L1
Field
Marketing, commercial
Language
Français/French
ECTS Credits
4
Class hours
20
Total student load
50
Program Manager(s)
Department
- Management, Marketing et Stratégie
- Service Programme Bachelor
Educational team
Introduction to the module
Ce cours vise à vous vous familiariser avec l’univers du marketing et à vous faire découvrir la discipline du marketing. Vous allez explorer les thématiques fondamentales du marketing, notamment le comportement du consommateur, les études de marché, le marketing stratégique et le marketing mix. Chaque thématique sera abordée avec une approche magistrale mais également pratique, vous permettant d’apprendre et de maîtriser les outils correspondants.
Learning goals/Programme objectives
- LG2 Having the ability to manage uncertainty and complexity with accuracy and rigor
Learning objectives/Intended learning outcomes
- 2.1 - Identify and analyze in depth problems, causes and impacts
- 2.2 - Explore solutions, decisions, and their relative and absolute impacts
- 2.3 - Identify optimal solution(s) and priorities toward implementation
- 3.1 - Understand and employ basic concepts, knowledge and theories related to the discipline
- 3.2 - Apply discipline knowledge appropriately and effectively
- 4.2 - Understand and employ cross-disciplinary concepts, knowledge, theories
- 5.1 - Mobilize one's imagination and culture to understand contexts and interpret situations
Content : structure and schedule
- Découverte du marketing ;
- Comportement du consommateur ;
- Étude de marché ;
- Marketing stratégique ;
- 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
Number of SDG's addressed among the 17
3
Learning delivery
synchrone
Pedagogical methods
Ce cours contient au total 10 unités de formation.
Le travail s'équilibrera entre travail en autonomie, cours magistral et application. Cours magistral pour présenter les concepts et outils. Exercices et cas pour valider la compréhension et mettre les apprenants en situation pratique.
Les séances ont été conçues sur une durée de deux heures. Ces séances se décomposent généralement en deux temps :
1) Cours magistral ;
2) Mise en application.
CC1 - Exercice à réaliser pendant une heure par groupes de 2 ou 3 étudiants lors de la séance 4 et à remettre à la fin de celle-ci.
CC2 - Une étude de cas à réaliser pendant une heure et demie par groupes de 4 ou 5 étudiants lors de la séance 7 et à remettre à la fin de celle-ci.
CC3 - Un devoir sur table individuel d'une heure lors de la séance 10 à remettre à la fin de celle-ci.
Evaluation and grading system and catch up exams
CC1 = Exercice
CC2 = Etude de cas
CC3 = Devoir sur table
Note finale (1ère session) = 20% CC1 (note sur 4) + 30% CC2 (note sur 6) + 50 % CC3 (note sur 10).
Le règlement de scolarité en vigueur constitue le document de référence.
En cas de note finale inférieure à 10 sur 20, un rattrapage est organisé et compte pour 100% de la note finale.
Tout devoir remis hors délai sera crédité de la note de 0.
Les notes peuvent être individualisées selon la participation (QCM sur le cours, retard ou absence non excusée en cours, comportement en cours, participation à des projets de recherche académique, etc.) sous la forme d'un bonus ou d'un malus de points ; les modalités sont déterminées par l'enseignant.
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 : Armstrong et al. (2019), Principes de
marketing, Pearson
Keywords
concepts marketing, théorie marketing, processus marketing, comportement d'achat, positionnement, mix-marketing, produit, prix, distribution, communication
Prerequisites
Aucun