Code
MUFE MKT 3401
Level
L3
Field
Marketing, commercial
Language
Anglais/English
ECTS Credits
3
Class hours
18
Total student load
36
Program Manager(s)
Department
- Management, Marketing et Stratégie
Educational team
Introduction to the module
This course introduces students to the essential principles of marketing. They will learn the various steps of the marketing process in order to deliver a market offering that brings value to customers, while capturing value in return: analyzing the environment, formulating a marketing strategy, and implementing the strategy through the marketing mix. We will cover how to effectively segment consumers, target selected segments, and position an offering vis-à-vis the competition to offer a superior value proposition for those segments. The different elements of the marketing mix will then be treated in detail successively. The students will also learn how firms can use customer relationship management to sustain the value exchange over time.
Learning goals/Programme objectives
- LG1 Being able to extend digital intelligence through its different dimensions
Learning objectives/Intended learning outcomes
- 1.3 - Develop competitiveness in business, and digital sovereignty
- 2.1 - Identify and analyze in depth problems, causes and impacts
- 2.2 - Explore solutions, decisions, and their relative and absolute impacts
- 3.1 - Understand and employ basic concepts, knowledge and theories related to the discipline
- 3.2 - Apply discipline knowledge appropriately and effectively
- 3.4 - Select and employ judiciously appropriate techniques and tools within the discipline
- 4.2 - Understand and employ cross-disciplinary concepts, knowledge, theories
- 4.3 - Apply cross-disciplinary management approaches and tools effectively and judiciously
- 4.4 - Evaluate the use of cross-disciplinary management approaches and tools
- 4.6 - Développer les enjeux du développement durable dans ses trois composantes (environnementale, sociale, économique)
- 5.3 - Communicate and collaborate in different contexts
Rubrics
At the end of the course, the students will:
- Know the important concepts of marketing
- Have a good understanding of the toolbox available to marketers
- Be able to apply frameworks to analyze the market environment
- Evaluate the soundness of different marketing strategies and marketing activities
- Be able to formulate a sound marketing strategy and effectively use the tools of the marketing mix to implement it
- Design a marketing plan in response to a change in the marketing environment
Through the course:
- The students will develop leadership and cooperation skills by working in teams on a business problem.
- They will strengthen their communication skills by presenting their work in English.
- They will develop a critical approach to business questions and a problem-solving mindset.
Content : structure and schedule
Session 1: Marketing as a value-creation process
Session 2: Understanding the environment and the marketplace
Session 3: Segmentation and Targeting
Session 4: Positioning and Differentiation
Session 5: Service and Product Strategies
Session 6: Pricing Strategies
Session 7: Place and Promotion
Session 8: Customer Relationship Management
Session 9: Group Presentations + Recent developments in marketing
Sustainable Development Goals
ODD2 - End hunger, achieve food security and improved nutrition and promote sustainable agriculture
We will discuss the use of a marketing strategy to create a separate category for “ugly veggies” that provides nutritional benefits for price-sensitive consumers.
ODD4 - Ensure inclusive and equitable quality education and promote lifelong learning opportunities for all
To reflect on the mission of an organization, from which any marketing strategy should follow, we will take the example of IMT-BS: a public school that makes business education accessible to students regardless of their social status.
ODD5 - Achieve gender equality and empower all women and girls
When covering price discrimination strategies, we will discuss associated ethical problems, such as the pink tax, by which feminine products tend to be priced higher than their masculine counterparts.
ODD9 - Build resilient infrastructure, promote inclusive and sustainable industrialization and foster innovation
The students will consider a new challenge faced by an organization, either due to the rise of artificial intelligence or the push for sustainability initiatives, and they will propose a marketing plan to address it.
ODD10 - Reduce inequality within and among countries
When covering price discrimination strategies, we will discuss initiatives to offer price discounts to low-income populations.
ODD12 - Ensure sustainable consumption and production patterns
We will discuss the social responsibility of companies in offering products that consumers want, but that have a negative impact on the environment.
Number of SDG's addressed among the 17
6
Learning delivery
synchrone
Pedagogical methods
Lectures and class discussion on practical examples
Case studies
Group project to apply the concepts learned
Evaluation and grading system and catch up exams
Participation: 10%
Quizzes: 10%
Group project: 30%
Final exam: 50%
Textbook Required and Suggested Readings
P. Kotler, G. Armstrong, S. Balasubramanian (2024): Principles of Marketing (Global Edition, 19th ed.)
Keywords
Marketing strategy, Marketing mix, Value creation, Value exchange, Customer relationship Management