School of engineering in Physics, Applied Physics, Electronics & Materials
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
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
This course brings 2.0 ECTS to students in UE Langues et Fo. Pro. 1 (M1R ElP)
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.