DECO 25A10 - Marketing and Customer Relationship Management

Course Description

The students will get familiarized with the main principles of Marketing and Customer Relationship Management, and their impact on the current economic, social and technological environment: Marketing strategy Product marketing (strategic planning, the “4Ps”, product life cycle management) Customer marketing (buying behaviors, customer life cycle, segmentation, targeting, positioning) Qualitative, quantitative surveys CRM principles Digital Marketing, impact of Artificial intelligence on Marketing and CRM These subjects will be studied based on appropriate case studies: L'Oréal (Marketing Strategy), Apple (new product launch), Procter & Gamble (how to promote non “differentiated” products), Facebook ...

Enseignants

Marc AUZANNEAU

Type

Séminaire

Language of tuition

English

Semester

Spring 2024-2025

Course validation

The students will be divided into several groups. They will have to interview professionals working in the marketing domain as well as perform case study presentations. Teamwork (15% of final grade) will be a focus, as well as personal participation (35%) and final exam (50%).

Lectures conseillées / Recommended readings

Lectures principales / Main readings

Marketing Management (14th edition) - Philip KOTLER, Kevin Keller – Pearson

Disponible / Available

Kotler Philip, Manceau Delphine, et Hemonnet-Goujot Aurélie. Marketing management. 15e édition. Montreuil : Pearson France. 2015.

Read newspapers on a daily basis with a focus on marketing news. Use of the social medias to identify main topics related to Marketing, product launches, or specific commercial events, ...