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Home > France > Paris > Programs > Program Overview > Course Requirements > Course Description
Marketing 3
Ecole Supérieure du Commerce Extérieur (ESCE Paris)
Paris, France
| Subject Area(s) |
Level(s) |
Instruction in |
Credits |
Contact Hours |
Prerequisites |
|
Marketing
|
100
|
English
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2
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20
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None
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Overview:
The overall objectives of this course are as follows:
· the ability to discuss key marketing concepts in English
· an understanding of the issues of consumer behavior leading to the basis of strategic marketing in the form of segmentation, targeting and positioning
· a basic knowledge and understanding of the first two tools of tactical marketing, namely the elements of the marketing mix in the form of product and price
· Identify and describe the alternative forms of business philosophies
· Explain the elements of and perform a SWOT analysis
· Describe the consumer decision-making process in making a purchase
· Explain the ways in which consumer markets may be segmented
· Appreciate the role of segmentation, targeting and positioning in the strategic marketing process
· Examine alternative pricing methods
Teaching Methods:
The class is presented essentially in a lecture format combined with class participation and discussion, notably in the form of cases study analysis and discussion to illustrate and re-enforce theory.
Evaluation:
Classroom assessment, case study, final examination
Bibliography:
E. BERKOVITS, R. KERIN, S. HARTLET and W. RUDELIUS Marketing Irwin/McGraw-Hill 2000
F. BRASSINGTON and S. PETTITT Principles of Marketing Financial Times/ Prentice Hall 2000
Marian BURK The Marketing Plan Handbook Prentice Hall 2003
P. KOTLER and G. ARMSTRONG Principles of Marketing Prentice Hall 2000
Course Plan:
Part I: Strategic Marketing
Chapter I: The Marketing Environment
A - Alternative forms of business philosophies and evolution of the market orientation
1 - Production Era
2 - Sales Era
3 - Marketing Concept
4 - Societal Marketing Concept
B - The Environmental Scan : examining the current environment
1 - SWOT analysis
2 - Internal factors : strengths & weaknesses
3 - External factors : opportunities & threats
4 - TRECS analysis
Chapter 2: Consumer Behavior
A - The consumer decision-making process
1 - Problem recognition
2 - Information search
3 - Alternative evaluation
4 - Purchase decision
5 - Postpurchase behavior
6 - Satisfaction, cognitive dissonance
B - Consumer behavior
1 - Psychological influences
2 - Classification of consumer behavior : factors
3 - Involvement, perceived significant differences between brands
4 - Behaviors Complex, dissonance reducing, habitual, variety seeking
Chapter 3: Segmentation, Targeting & Positioning
A - Why segment?
1 - What is segmentation
2 - When to segment
3 - Steps in segmentation
4 - Selecting target Markets, Selection criteria, Differentiation strategy
5 - Product positioning, Positioning strategy, Perceptual mapping
Part 2: Tactical Marketing
Chapter 1: Product
A - Variations of Product
1 - Classifying products, tangibility, user
2 - Classification of consumer goods, convenience , shopping, specialty, unsought
3 - Levels of product, Core, actual, augmented, anticipated
B - Product Life Cycle
1- Stages in the product life cycle, Pre-introduction, introduction, growth, maturity, decline
2 - Dimensions of the product life cycle, Length, shape, strategy
3 - Diffusion on innovation, Innovators, early adopters, early majority, late majority, laggards
4 - Packaging, Roles of packaging and current trends
C - Branding
1- Brand personality and brand equity
2 - Manufacturer branding & private label branding, Differences in pricing strategy and objectives (brand vs. store loyalty)
Chapter 2: Price
A. Nature and importance of price
1 - What is price ?
2 - Price as indication of value
3 - Price relative to the marketing mix
4 - Pricing constraints, type of competitive market, stage in PLC, demand, cost of producing and marketing
B. Factors affecting Price
1 - Internal factors
2 - External factors
C. Alternative pricing methods
1 - Demand oriented, skimming, penetration pricing, calculating elasticity of demand
2 - Cost oriented, mark-up pricing
3 - profit-based, target return pricing
European Credit Transfer and Accumulation System:
This course is worth 2 ECTS credits.
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