Introduction to marketing (en anglais)

18h C dont contrôle / 2 crédits ECTS

Carol Toye (Gif)

This course will be taught exclusively in English. The goal of the class is to teach students the terms necessary to understand marketing situations in business and the daily functions within marketing departments in both small and large companies. The course is taught from the perspective of the marketing manager faced with identifying, making and implementing marketing decisions within an organization.

The students will learn about the profession of marketing through the conception and development of a marketing plan. Also, case studies will be used in order to learn marketing concepts and vocabulary. Students will also develop the skills to present and discuss topics relevant to technical marketing in the business world.

Educational Objective :

To be able to discuss the following questions regarding a marketing scenario and/or decision :

What are the 4 p's involved ?

What are the strengths, weaknesses, opportunities, threats (SWOT) to the situation ?

How do economic, competitive and societal forces affect a decision in marketing ?

How should a marketing strategy be determined ?