Marketing is the process by which organizations engage customers, build strong customer relationships, and create customer value in order to capture value from customers in return (Kotler P., Armstrong G., Principles of Marketing, Global Edition, Pearson 2018, p.29) This course is designed to introduce students to marketing concepts and practices in a global business environment.
Course objectives:
The aim of this course is to provide a comprehensive overview of the dynamics and trends in marketing and in international marketing. They include :
- - Analysis of macro-environment and analysis of specific geographic markets in order to identify opportunities, threats, key success factors to succeed in these markets.
- - Then, in the different strategic business units of an organization, "students" have to evaluate strengths and weaknesses of every brand and every product (including new projects) in order to entail assets and distinctive competencies of the brand /the product
- - A diagnosis, for which the SWOT matrix can be used, allows to appreciate if opportunities and strengths are greater than threats and weaknesses and introduces the marketing strategy
- - What objectives, what marketing strategy for a given brand or product (segmentation, targeting and positioning choices) are to be recommended?
- - Out of the strategy will come tactical marketing mix decisions: product policy, price policy, distribution policy and communication policy. What marketing mix to implement in order to engage customers/consumers, build strong customer relationships, and create customer value.