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Our engineering & Master degrees
Our engineering & Master degrees

> Studies

Marketing - Consulting - 4PMCMAR3

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  • Number of hours

    • Lectures : 6.0
    • Tutorials : 6.0
    • Laboratory works : 0
    • Projects : 0
    • Internship : 0
    ECTS : 1.0

Goals

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. Therefore, our learning objectives are:

1. Understanding the fundamental principles of mass marketing
2. Developing analytical and decision-making capacities in marketing strategy
3. Providing an universal, multi-sectors, and international approach
4. Using case studies and highlighting business practices based on experience

Contact Alexandre ETUY

Content

  • Lecture 1 : Introduction & Buyer Behavior
  • Lecture 2 : Market Studies & Marketing Strategy
  • Lecture 3 : 4Ps: Product, Place, Promotion, Price
  • Lecture 4 : Case Study
  • Lecture 5 : Marketing Plan & Conclusion


Prerequisites

Tests

1st session: Marks for the course will be defined as follow :
(40%) Final exam(individual)
(50%) Oral presentation of a case study (group)
(10%) Presence and participation to discussions in class

2nd session: Only the final exam is offered at this session.



NOTE FINALE (100%) = 60% NOTETD + 40% NOTEEXAM
Rattrapage : Note de dossier, DM

Additional Information

This course brings 2.0 ECTS to students in UE Langues et Fo. Pro. 1 (M1R ElP)

Curriculum->Master TSI SIGMA->Semester 7
Curriculum->EPEE->Semester 7
Curriculum->Master Electrochimie et Procédés->Semester 7
Curriculum->SICOM->Semester 7
Curriculum->SIM->Semester 7
Curriculum->GEN->Semester 7
Curriculum->Master->Semester 7
Curriculum->SEI->Semester 7
Curriculum->IPhy->Semester 7
Curriculum->Degree Advanced Materials (AM)->Semester 7
Curriculum->BIOMED->Semester 7
Curriculum->Common courses->Semester 7

Bibliography

Kotler, Keller, Manceau (2012), Marketing management, 14e édition, Pearson Education. (ENGLISH VERSION AVAILABLE)
Millier (2005), Stratégie et marketing de l’innovation technologique ; Lancer avec succès des produits qui n’existent pas sur des marchés qui n’existent pas encore, 2nd édition, Dunod.

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Grenoble INP Institut d'ingénierie Univ. Grenoble Alpes