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Principes de marketing

  • Teacher(s):
  • English title: Principles of Marketing
  • Course given in: French
  • ECTS Credits:
  • Schedule: Autumn Semester 2018-2019, 4.0h. course (weekly average)
  •  séances
  • site web du cours course website
  • Related programmes:
    Bachelor of Science (BSc) in Economics

    Bachelor of Science (BSc) in Management

 

Objectives

The objectives of this course are to acquire the key concepts about marketing, the way a company manages its relationship with consumers and elaborates its offer in order to optimise its position in a competitive environment. The purpose is to help students understand and develop a marketing plan by integrating components of the marketing mix, and by taking astute and ethical operational decisions. It also aims to challenge some basic concepts in order to stimulate critical thinking when searching for solutions to concrete problems.

Contents

Key concepts of marketing – The market and its players – Corporate strategy and marketing planning – Market research – Consumer behaviour – Market segmentation, targeting and positioning – Product management - Brand management - Services marketing– New product development and life cycle management – Pricing strategies – Supply chain management – Communication - Sales and sales promotion - Online marketing

References

Compulsory Reading.

Armstrong, Gary, Philip Kotler, Emmanuelle Le Nagard-Assayag et Thierry Lardinoit, Raphaëlle Butori, Delphine Dion, et Frédéric Oble (2016). Principes de Marketing. Paris, Pearson Education, 13ème édition.

Term project

- Type of project : -
- Maximum number of projects admitted for this course : 0
- Deadline for applying to course professor for project : -
- Deadline for submitting finished project : -
- Method of evaluation (including resit options) : -
- Other information : -

Evaluation

First attempt

Exam:
Written 2 hours
Documentation:
Not allowed
Calculator:
Not allowed
Evaluation:

The final grade will be based on an individual written exam, consisting of multiple choice questions. The exam is based on the knowledge developed during the course (class book, slides, class activities, extra material). During the semester, group assignments will be proposed. If a student validates all the group assignments during the semester, a 0.5 bonus can be added to the final grade. This bonus will be valid for the exam sessions of the current academic year.

Retake

Exam:
Written 2 hours
Documentation:
Not allowed
Calculator:
Not allowed
Evaluation:

The retake session exam will be only composed of open questions. The bonus during the semester is retained.



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