Phelma Formation 2022

4PMCFMA9 : Fundamentals of marketing(in English) - 5PMCXFM0

  • Volumes horaires

    • CM 10.0
    • Projet 0
    • TD 10.0
    • Stage 0
    • TP 0
    • DS 0

    Crédits ECTS

    Crédits ECTS 2.0

Objectif(s)

Fundamentals of marketing applied to the innovation challenges of the automobile industry

The objectives of this course are to gain an understanding of:

  • the fundamental principles of marketing
    -develop analytical and decision-making capacities in terms of marketing and strategy
    -Use case studies and value proposition design to study the future of the automotive sector.
Contact Karine SAMUEL

Contenu(s)

The goal of this course is to explore decision making in regards to disruptive trends.

This module will be a shared learning environment; we will use a mix of facilitated learning, lecturing, case studies, group work, student presentations and reflection on personal experience to achieve insights on the topic of what the fundamental principles of marketing are, what tools are used for market analysis; market segmentation, targeting and positioning.

The second part of the class will use the tools discussed earlier to specifically address the metamorphosis of the automobile industry, its competitive landscape and the current innovation challenges posed by open collaborative innovation, autonomous driving or mobility as a service.

Session content:
Module 1: Towards a definition of Marketing
-Markets and value propositions
-From human values to consumption values
Module 2: Tools for market analysis and innovation marketing

Group activity: In groups present your analysis of the assigned cases:

  • Tesla motors: Disrupting the auto industry? 23/11
  • Mobileye: The Future of Driverless Cars 30/11
  • The Renault-Nissan Alliance 7/12


Prérequis

Please read:
http://soloway.pbworks.com/w/file/fetch/46695705/The%20Innovators%20Dilemma.pdf

In this session we will look at the interior and exterior tools for market analysis

  • PESTLE
  • Porter’s 5 forces
  • SWOT
  • BCG
  • Brand’s identity Prism

Automotive insights: transformation of the car industry. Roland Berger
https://www.nytimes.com/2017/09/10/business/china-electric-cars.html?mcubz=3
https://www.forbes.com/forbes/welcome/?toURL=https://www.forbes.com/sites/davidkiley5/2016/01/05/fords-mark-fields-is-all-about-mobility-and-tech-links-with-google-and-amazon/&refURL=https://www.google.fr/&referrer=https://www.google.fr/

Contrôle des connaissances

Semestre 9 - L'examen existe uniquement en anglais 



Informations complémentaires

Le cours vaut 4.0 ECTS pour les étudiants du cursus Cours obligatoires à choix

Le cours vaut 4.0 ECTS pour les étudiants du cursus Cours obligatoires UE LFP (S9)

Le cours vaut 3.0 ECTS pour les étudiants du cursus UE Entrepreneurs et Innovation cour

Semestre 9 - Le cours est donné uniquement en anglais EN
Cursus ingénieur->EPEE->Semestre 9
Cursus ingénieur->Cursus Internationaux->Semestre 9
Cursus ingénieur->IPhy->Semestre 9
Cursus ingénieur->Double-Diplômes Ingénieur/Master->Semestre 9
Cursus ingénieur->Master RI AMIS->Semestre 9
Cursus ingénieur->Double-Diplôme IPhy-UGA->Semestre 9
Cursus ingénieur->Double-Diplôme SEI-EEA WICS->Semestre 9
Cursus ingénieur->SIM->Semestre 9
Cursus ingénieur->Double Diplôme BIOMED - N2BIO->Semestre 9
Cursus ingénieur->Master RI FAME->Semestre 9
Cursus ingénieur->Double Diplôme EPEE - ELECTROCH->Semestre 9
Cursus ingénieur->BIOMED->Semestre 9
Cursus ingénieur->GEN->Semestre 9
Cursus ingénieur->Double-Diplôme SICOM-TSI SIGMA->Semestre 9
Cursus ingénieur->SEI->Semestre 9
Cursus ingénieur->Cours communs->Semestre 9
Cursus ingénieur->Master RI EFM->Semestre 9
Cursus ingénieur->Double Diplôme BIOMED - Structural->Semestre 9
Cursus ingénieur->Double-Diplôme IPhy-PhSem->Semestre 9
Cursus ingénieur->SICOM->Semestre 9
Cursus ingénieur->FSC-MAN->Semestre 9
Cursus ingénieur->Double Diplôme GEN-EN->Semestre 9
Cursus ingénieur->Master RI MANUEN->Semestre 9
Cursus ingénieur->Advanced Materials (AM)->Semestre 9