A central field in the understanding of our economy, marketing goes much beyond its classic definition of promoting products or services to sell them. As the business world is shifting under the influence of the digital revolution towards new paradigms of customer centricity, brand contents, disintermediation and retail excitement - among others - marketing mission needs to be revisited and redefined. This course will explore not only the academic concepts of marketing but also the new approaches that challenge them, to enable students to develop a business situations problem setting approach and problem solving attitude. It will be based on reflections on classic and new companies cases, from various business environments and models
Maxime DUPONT
Cours magistral seul
English
6 lectures of two hours each (12 hours). Credits: 2.
None
Autumn 2021-2022
Students' assessment will be based on a Final exam (100% of the final grade)
Each lecture introduces theoretical tools and case studies for illustrative purposes.
Positioning The Battle for Your Mind by RIES and TROUT (A true classic book, as a perfect introduction to marketing)