Marketing industriel et action commercialeHumanités 8 (MRI)

• Understand why marketing is a requirement for business survival.
• Understand the marketing approach and develop a business strategy.

• Introduction to the economy (2A)
• Culture and communication 3 (2A)

• Chapter 1: Marketing: concepts, approach and evolution
• Chapter 2: Studying markets and consumer behaviour
• Chapter 3: Define marketing strategy
• Chapter 4: Product policy
• Chapter 5: Price policy
• Chapter 6: Distribution policy
• Chapter 7: The fundamentals of communication

• A note validating a work – or several works – in TD (coefficient 1).
• A note validating the ad hoc written evaluation at the end of the module in the form of a literature review/partial examination (coefficient 1).

Books

• Lendrevie Jacques, Lindon Denis, "Mercator: all marketing in the digital age", 11th edition, Dunod, 2014
• Bodier Stéphane, Guerout Tiphaine, "Le Web marketing", PUF, collection "What do I know?", 2017
• House Claude, "Marketing: aide-memoire", Dunod
• Bénaroya Christophe, Malaval Philippe, "Marketing business to business", Pearson
• Bonnin Gaël, Goudey Alain,
• Kotler Philipp, Dubois Bernard, Marketing management, Publi-union

Periodical

• Management, monthly present at the Learning Center to understand company news and compare facts with concepts.
• Capital, Idem.