An Introduction to marketing

Catalogue des cours de Institut Mines-Télécom Business School

Code

CGFE ENG 4134

Niveau

M1

Population

2ème Année Management,2ème Année Télécom

Domaine

Anglais

Langue

Anglais/English

Crédits ECTS

3

Heures programmées

30

Charge de travail

75

Coordonnateur(s)

Département

  • Langues et Sciences Humaines

Equipe pédagogique

Introduction

Under the guidance of an experienced teacher and speaker of English, students will strive to individually develop their writing and public speaking abilities, through the theme of marketing and business English.

Acquis d'apprentissage

The objective of this course is for students to be able to communicate confidently and effectively, both in written and spoken English in their future careers. Students will learn about the profession of marketing through the conception and development of a marketing plan, case studies and practical examples will be used in order to learn marketing concepts and vocabulary. Students will develop the necessary skills to present and discuss topics relevant to marketing in the business world.

Contenu

The goal of the class is to give a general introduction to the concepts of traditional and digital marketing, to teach students the terms necessary to understand marketing situations in business and the daily functions within a marketing department. The course is taught from the perspective of a marketing manager being able to identify, make and implement marketing decisions within an organization.
The students will also work on:
Essay writing, both discursive and argumentative essays
Paragraphing and structure in written texts
Their ability to summarize concisely and accurately
Paraphrasing
Presentation styles and techniques

Attentes du cours

Students should expect a high degree of interaction. This course requires active whole class and group discussions. Half the class will consist of the practical application of concepts via case studies. Homework is given each week and requires the preparation of business cases for the following week.

Evaluation

All Grading will be on a scale of 0 to 20, unless otherwise stated.

1/3 CF: A written response to given input, produced in an academic style
1/3 CC: Selected Classroom assignments, as detailed by the teacher.
1/3 PP: Presence & Participation (each representing 50% of the PP grade)

CF (both questions, common to all):
1. A summary based on three documents (1 video, 1 text, 1 graph) related to the same subject (up to 400 words) 1hr;
2. A discursive essay based on a topic evoked in the in the above documents (up to 400 words) 1hr.

CC:
General marking scheme (out of 20)
0 Work not done, incomplete or of insufficient standard.
1-5 Work completed, but of minimum quality, poor structure; irrelevant, unrelated illogical content; unstructured, very poor language makes comprehension difficult
6-10 Fair but many important mistakes, gaps, unclear structure, confusing, language
11-14 Good but some important mistakes or gaps.
15-20 Work done to a high standard with few or no mistakes.

Typical CC Assignments
1. a summary (to be set by the class teacher);
2. a discursive essay (to be set by the class teacher);
3. a 15-minute oral presentation with visuals based a topic related to the theme of the class;

PP:
Presence: Students will receive credit for attending class regularly, up to a maximum of 1/6 of their total grade. Unjustified absences will thus have a direct impact on student’s overall grade.
Participation: Students will be assessed on their participation in class, according to the criteria in ‘classroom expectations’

Validating the tandem programme will add 2 bonus points to a student’s CC grade (CC) of the corresponding language course.
It is the responsibility of the student to make up for any missed work in order to avoid these absences further impacting final grades.

CEFR Grade (A1-C2)
Students will be continuously assessed as to their language level relative to the CEFR criteria.
There is NO DIRECT RELATION between a student’s CC/CF/PP and their CEFR level.

For more information, please refer to the LSH website. https://lsh.imt-bs.eu/

Approches pédagogiques

Students should expect a high degree of interaction: in pairs, groups, and in open class environments. Everyone is expected to contribute and students should have their microphones on when called on.
Students should come to class ready to participate with the necessary materials. They should also have a computer with a working microphone, webcam and an active high-speed internet connection.

Programme

Programme grande école,Programme Ingénieur,Programme Bachelor

Plan du cours

What is marketing?
Traditional vs Digital marketing
Target markets
Understanding customers
Segmentation of the market, different ways of analyzing a market
Brand marketing- how to build a brand through different ways
The secrets of the Superbrands
Storytelling
Blue Ocean strategies
The product- life cycle
Setting the price
Developing effective communication
Marketing plan

Please note that this schedule is tentative and subject to change.

Fiche mise à jour le 11/09/2020