Approche Marketing de la conduite de projetsHumanités 6 (STI)

• Understand the marketing approach and know how to develop a business strategy.
• Understand the challenges of internet integration in the marketing strategy.

• The concept of marketing: definition, concepts, evolution, the stages of the marketing approach.
• Market analysis: different approaches to the notion of market, purchasing behaviour, tools and methods of market research, studies on the Internet.
• Strategic marketing decisions: diagnostic tools, segmentation, targeting, positioning.
• Marketing policy: product and service policy, price policy, distribution policy, communication policy.

Students must work on a project from either a real business (e.g. a learning location) or an entrepreneurial project. A pedagogical link is made with the financial approach module for project management.

Lendrevie, Jacques; Lindon, Denis, "Mercator: marketing theory and practice", Dalloz Rechenmann, Jean-Jacques, "Internet and Marketing", Ed. d'Organisation Kotler, Philip; Dubois, Bernard, Marketing management, Publi-union