DECO 25A10 - Marketing and Customer Relationship Management

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 such as : L’Oréal (Marketing Strategy), Apple (new product launch), Procter & Gamble (how to promote non “differentiated” products), Facebook ...

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%).