Number of hours
- Lectures 15.0
- Tutorials 6.0
ECTS
ECTS 1.5
Goal(s)
This course focuses on strategy and marketing, especially for mass-consumption products. Nevertheless, others sectors (B2B industry, service…) will also be studied to provide a vision as large as possible. Thus our learning objectives are:
1. Understanding the fundamental principles of strategy and marketing
2. Developing analytical and decision-making capacities in term of marketing and strategic planning
3. Providing an universal, multi-sectors, and international approach, while using case studies and highlighting business practices based on experience
Contact Aurélie CATEL, Karine SAMUEL, Alexandre ETUY, Maud DAMPERATContent(s)
Prerequisites
None
Test
STRATEGY
MARKETING
50% final exam
50% Oral presentation
GLOBAL = 50% STRATEGY + 50% MARKETING
N1= 50% NOTE STRATEGIE + 50% NOTE MARKETING
N2= 50% NOTE STRATEGIE + 50% NOTE MARKETING
Additional Information
Curriculum->Math. Modelling, Image & Simulation->Semester 3
Curriculum->Information Systems Engineering->Semester 3
Curriculum->Internet Services & Connected Syst.->Semester 3
Curriculum->Embedded Systems and Software->Semester 3
Curriculum->Financial Engineering->Semester 3
Curriculum->Core curriculum->Semester 3
Bibliography
Kotler, Keller, Manceau (2012), Marketing management, Pearson.
Laurence Lehmann-Ortega, Frédéric Leroy, Bernard Garrette, Pierre Dussauge, Rodolphe Durand, Strategor, Dunod, 2013
Johnson G., Whittington R., Scholes K., Angwin D., Régner P., Fréry F. : Stratégique, 10e édition, Pearson, 2014.
Leroy Frédéric, Les stratégies de l'entreprise, Dunod, collection Les Topos, Paris 2004.
Chan K.W., Mauborgne R., Stratégie Océan Bleu: Comment créer de nouveaux espaces stratégiques, Village Mondial, 2013.