Introduction to Marketing

Bachelor Management Innovation et Humanités

40 hours
5 ECTS credits

Aims and Summary

This module introduces students to the fundamental theoretical concepts that underpin the marketing function and its implication into overall business strategy. This module will cover the role of marketing inside the organization, the critical role of consumer behaviour, as well as market segmentation and targeting. The module will also discuss the evolution of marketing through time and its limitations from an ethical standpoint.

Students will build a collection of skills that are required to apply these fundamental concepts to case studies. They will implement a marketing and communications approach consistent with a given corporate strategy.

Intended Module Learning Outcomes

On completion of this module, the student should be able to:

Explain the role of marketing within the context of an organisation and the different business orientations that a business can adopt and demonstrate knowledge of the foundations of marketing and understand the fundamental marketing philosophy.
Explain the nature of and the main influences on consumer behaviour.
Apply knowledge of the concepts and methods of market segmentation, targeting and positioning.
Create Integrated Marketing Mix propositions.