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The Marketing Mix
Ecole Supérieure du Commerce Extérieur (ESCE Paris)
Marketing 1st Year
* The second year course in Marketing concentrates on a study of the essential « tools » that the marketer has at his disposal, namely the elements of the marketing mix. In this program time had been allotted for case study analysis and class discussion.The second year course builds on the theory presented in first year and encouraging the student to apply theory in the form of case study analysis.
* This entire second year will be devoted to the marketing mix :product, price, distribution, and communication with additional emphasis on aspects of sales force and integrating fundamentals of international marketing throughout. Building on this information there will be a short review of segmentation and targeting (from first year), to lead into positioning and its role in marketing strategy formulation.
Once the marketing mix and STP have been mastered the logical progression will be in the elaboration of the marketing mix and discussion of the marketing plan. You must keep in mind that this year you will be working on APPLICATION of theories not simply memorization!
Marketing 1st Year
Continuous Assessment = 50%
Final Exam = 50%
- Lendrevie, Lévy, Lindon (2006), Mercator - Théorie et pratique du
- Kotler, Armstrong, Le Nagard, Lardinoit (2007), Principes de marketing,
Part I. PRODUCT: : at the heart of the marketing exchange
I.What is a product?: Anatomy
* product classifications
* branding :aspects, benefits, types & strategies
* packaging: functions, labeling
II. Product Management
* product life cycle
* market evolution and the diffusion of innovation
III. New Product Development
* NPD process
Part II. PRICE: the means of generating revenues for the organization
I. What is price?
* concept of value and perception
* external and internal factors affecting pricing decisions:
* price-demand relationships :elasticity and the calculation of e
II. Pricing Strategies
* pricing objectives
* new product pricing strategies (skimming/ penetration)
* product mix pricing strategies
* cost-volume-profit relationship (breakeven analysis)
* pricing methods: cost based, demand based, competition based
Part III. Marketing strategy : a review of STP
Segmenting a market
Bases for segmentation
Requirements for effective segmentation
I. Market Targeting
Evaluating & selecting market segments
II. Positioning: creating an image in the mind of the target
What is it?
How many differences and which differences to promote ?
Positioning strategies: creating and communicating them
Part IV. Distribution = getting products to customers in the right place at the right time
Types of intermediaries and why they are important
Channel structure & strategy
Emerging forms of channel structure : horizontal and vertical marketing
European Credit Transfer and Accumulation System:
This course is worth 4 ECTS credits.