Marketing Management

Catalogue des cours de Institut Mines-Télécom Business School

Code

MPFE MKT 7004

Niveau

MSc

Semestre

Fall

Domaine

Marketing, commercial

Langue

Anglais/English

Crédits ECTS

3

Heures programmées

24

Charge de travail

100

Coordonnateur(s)

Département

  • Management, Marketing et Stratégie

Acquis d'apprentissage

• To apply marketing theory and concepts to what marketers do in "the real world"
• To use marketing concepts to make business decisions
• To improve familiarity with current challenges and issues in marketing.

Contenu

In this course students will learn the concepts and practice of modern marketing as applied in a wide variety of settings. A practical and managerial approach to marketing is adopted throughout the course. Cases are used throughout in order to illustrate managerial relevance. Topics covered include:

• The nature of marketing,
• The environment of marketing
• Marketing, society and ethical behavior,
• Marketing strategy,
• Global competition and international marketing strategy
• Consumer and organizational buyer behavior,
• Market segmentation, targeting and positioning strategies.

Evaluation

This will be based on a combination of case analyses, exercises, and a three hour exam at the end of the course.

Approches pédagogiques

This will be based on a combination of lectures (8 lectures of three hours each), case preparation and presentation, exercises, as well as management games.

Programme

Master of Science

Fiche mise à jour le 25/10/2016