Plan marketing

Crédit : 3 ECTS
Langue du cours : anglais

Volume horaire

  • CM : 21 h

Description du contenu de l'enseignement

  • Understand the purpose of marketing planning
  • Identify the major components of a marketing plan and their relationships
  • Develop a list of information resources for a marketing plan
  • Prepare a marketing plan
  • Develop skills in interpreting environmental data and analyzing the company’s situation
  • Develop the ability to develop a marketing strategy
  • Develop practical marketing problem solving skills using market cases
Planning couse :
  • The development of marketing objectives, given anticipated environmental conditions and existing organizational constraints
  • The formulation of a marketing strategy to achieve those objectives
  • Resource allocation and budgeting
  • Implementation (E.g. timing of activities, Responsibilities, organization)
  • The evaluation of marketing performance using marketing metrics
  • This is an advanced and integrated course that will mobilize concepts and techniques you have learned in previous marketing courses

Mode de contrôle des connaissances

  • Group work (Case preparation and presentation) : 50%
  • Final exam : 50%

Bibliographie, lectures recommandées

  • Marketing Plan Handbook, Marian B. Wood, Pearson-Prentice-Hall, 2014.
  • Marketing Plans: How to Prepare Them, How to Use Them, Malcolm McDonald, Hugh Wilson, 2011.
  • Handbook of Marketing Strategy, Venkatesh Shankar, Gregory S. Carpenter, James Farley/Booz Allen Hamilton - 2012.

Enseignant responsable

ISABELLE ULRICH SORIN

Enseignant responsable

PAUL NGOBO



Année universitaire 2016 - 2017 - Fiche modifiée le : 13-02-2017 (15H32) - Sous réserve de modification.