EC 32.3 Marketing 2

EC 32.3 Marketing 2

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  • ECTS

    2 credits

  • Component

    Collège Etudes Européennes et Internationales (EEI)

  • Number of hours

    20h

  • Semester

    Autumn

Description

The teaching methods are designed to develop the understanding of marketing and e-marketing strategies and the ability to use them in real business situations.
The beginning of the course is mainly theoretical, based on marketing concepts. Collective reflection and critical analysis are more than welcome at this stage.
From lesson 2 onwards, the methods become more practical.
Through case studies and a practical approach to the concepts, the course focuses on tools and analysis. Public speaking is strongly encouraged.
The case studies will follow the recommended method throughout the lessons. Students will be accompanied step by step and their work validated or corrected before moving on to the next step.

Contents 1
Introduction

Basics of marketing for market analysis : Marketing environment / Marketing strategy (segmentation, targeting, positioning) / Marketing mix (4P's and 7P's) / SWOT / PESTEL / Porter's 5 forces

Contents 2

Consumer behaviour :Different theoretical approaches / Factors influence / Patterns & segmentation / Marketing funnel : customer decision making process

Contents 3

 

How to Set Up a marketing strategy : methodology using a business case
Market Segmentation / Target Market / Product Segmentation Market / Product grid / Marketing strategies / Marketing mix

Contents 4

Branding strategy

Market research /Audience targetting / Value proposition / Brand purpose / Competitors watch / Brand voice and personality / Brand message and story / Brand identity and emotional connection : trends, typography, logos and colours language

Contents 5

Sales forecasting and analysis / sales management tools

Analysing, changing and adapting a marketing strategy

Contents 6

e-Marketing : what selling strategies online ? Tools / Cases / Technical aspects of a website & social networks

Direct marketing tools / Cross-canal and multi-canal strategies / E-business project management

Contents 7


e-Marketing case :applying a marketing strategy to an online brand

 

 

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Objectives

  • Understand the customer's decision-making processes
  • Apply the elements of the marketing mix in a global context: product and price policy, SWOT analysis, distribution channels, communication, etc.
  • Help companies to sustain their growth through the implementation/participation of their marketing strategy
  • Be able to analyse previous marketing actions and improve the future strategy
  • Work in a team to implement innovative e-marketing strategies
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Knowledge check

1st exam session : continuous assessment during classes

Resit session : Written or Oral exam

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