K7MG 2LA01 - Fundamentals of Marketing

Fundamentals of Marketing is designed to give students the basic overview of the nature and scope of the Marketing function inside businesses today. This is a core course required for Sciences Po Students and is designed to give students a clear understanding of the marketing function, introduce students to the elements of the marketing mix (4P's) and demonstrate how today's companies employ these tools to gain a competitive edge in the global economy. As a result of this class, students will: • Understand the role of the marketing function within a firm or public sector organization • Describe key market research and market segmentation approaches • Identify the elements of the marketing mix (4P's) and common strategies used with each • Identify key trends impacting consumers and the practice of marketing, especially within the domain of digital marketing and societal impact.

Shawn BURNS

Cours magistral seul

English

Students are expected to read the assigned chapters in advance of the class in order to further understand the concepts and examples presented.

Students are expected to have an initial curiosity in marketing, which has broad applications across most industries and sectors, in the public or private domain. In addition, students require a good understanding of English comprehension, including both written and oral expression.

Autumn 2024-2025

There will be one single final exam covering all 6 weeks of the class. The exam will be scheduled at the conclusion of the course, in the Oct time period.

This format of this course is lecture-based, with the instructor presenting the required materials to achieve the learning objectives. The instruction will come from a practitioners' point of view, leveraging over 25 years of marketing experience across major industries working on a global scale. This is a key component to the pedagogical approach, as the lecture will be infused with real-life examples from companies to reinforce the learning concepts. The instructor is currently the Chief Marketing Officer of Amazon Web Services, France and Southern Europe and also brings perspective on how digital technologies, including GenAI, are advancing the marketing practice.