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Course Description
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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 2 20 None

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.

Classroom assessment, case study, final examination

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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