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MM05 - Principles of Marketing Fondements de Marketing

Catch up Semester

Instructions for the on-line part

Dear students,

Welcome to ESCP Europe and welcome to the Principles of Marketing Course.

In line with the Academic Deans indications, from this year the Course has been moved to the firstsemester and in a blended-learning format.We expect for you three main advantages to occur:

1. To shorten your catch-up period and thus be able to join other Master 1 students.

2. To adapt course contents and obligations to your personal time schedule, which may differ

for students coming from different countries.

3. To dedicate more time in class for the application of theories and models you can easilyread alone with the support of the materials we conceived for you.

That being said, here some instructions about the organization of online contents, their expected

use, and the integration between the online and the off-line part (you better read these instructionswhile looking at the online platform):

1. Organization of online contents

Online contents have been organized as follows:

1. Key topics: We identified nine main topics to cover the full program of the course. For each

of these topics you will find a main numbered folder with all due online materials.

2. Conceptual blocks: These folders/topics can be conceptually organized around three mainblocks (the same we will review during our face-to-face Course): (1) Analytical marketing,

which provides understanding of the scenario in which marketing decisions have to betaken (folders 1-3); (2) Strategic marketing, which sets strategic objectives and keystrategic decisions supported by market analysis (folders 4-5); and (3) Operationalmarketing, which is meant to translate the marketing strategy into actions/concrete

decisions (folders 6-9).

3. Detailed contents: Within each folder, you will find three types of materials: (1) a case(exception made for class 1); (2) the main conceptual contents that are split into key topicsand numbered following a logical order; and (c) a file titled Additional resources. Please,read section 2 below to know more about these contents and how you are expected to usethem.

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4. Match between online contents and your textbook: The nine key topics are clearly matchedwith chapters from your textbook. The decision we took was not to make slides from the

textbook but: (1) to organize textbook contents more logically for the aims of the Course;(2) to use online contents to highlight the concepts, theories, and models we consider of

greater importance; and (3) to integrate textbook contents with more examples, ideas, andreferences. Your textbook has the advantage of being the classic reference for a Principlesof Marketing course. It means that it has been revised, integrated, and updated severaltimes to the point of being extremely comprehensive. It also means that your future

colleagues have been probably trained by means of the same textbook, which will provideyou with a common ground. Yet, this textbook is not the best textbook ever. It provides avery prescriptive vision of what is marketing and how marketing decisions occur withincompanies (a kind of recipe-driven approach). It is sensitive to marketing as developed in

Anglo-Saxon contexts (but the French version of it is more culturally sensitive to theFrench/European context). Last but not least, it does not promote a multi-disciplinary,humanistic vision of marketing. For all these reasons, we decided to use online contents to

add on the textbook and to start problematizing marketingsomething that we will do evenmore in class.

2. Expected use of online contents

Despite being adaptable to your personal interests, speed, and former knowledge, we expect youto use online contents as follows:

1. Cases: Exception made for class 1, all topics come with a case. Cases are meant to

stimulate your skills in real marketing analysis and decision-making for a variety ofcompanies, industries, and marketing problems. All cases contain several data. You canlook for more data online (some suggestions are also included, for example YouTubeofficial channels,--for all public companies--annual reports of companies available on their

web site, etc.). At the end of each case, you find two slides: (1) the first proposes somequestions to be answered; (2) the second gives you some instructions about how to use thecase (e.g., some cases can be better used before reading all other materials, other cases

can be better used after having studied the topic). As in real life, there is no ultimate,appropriate answer. Hence, cases are not accompanied by solutions (class 6 makes an

exception, some answers being offered at the end of the case). Instead, what we expectyou to do is to start thinking about possible answers and to establish online exchanges with

your teammates. Blackboard gives you this chance (but you are free to use Facebookgroups or any other solution you find more convenient). For any doubt or interest on a

case, use face-to-face classes to come back to open a debate under the guidance of yourclass professor.

2. Main conceptual materials: For each topic, the topic is split into a number of sub-topics.Within each folder, you will find pdf files numbered from 1 to n. Read them (and learnthem!) in this order. Not to multiply contents, we have embedded lots of examples, small

exercises, tutorials, and other videos directly in these files. For videos and other web links,simply click on the hyperlink that appears in a slide to open the corresponding page. Forvideos, the length of the video is also indicated. Not all of them are due but we trust theyadd quite a lot to the understanding of each topic and to making your learning more criticaland informed.

3. Additional resources: For each topic you also have a final pdf file titled Additional

resources. This file does not include contents to learn for the course/exam. Yet, it containssome very relevant information. In fact, this file is meant to help you during your ESCP

Europe studies and to enter the job market if you will look for a marketing position (onaverage, one third of ESCP graduates finds a job in marketing-related positions). In detail,

this file contains: (1) highlights of how the topic is evolving (Outlook), which you can

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address in some specialized marketing courses offered at ESCP Europe; (2) a list of suchcourses offered on our five campuses (Related Courses); (3) a list and brief presentation

(definition + videos) of some key job profiles that are associated to the topic underexamination (Professions); and (4) a short bibliography to read more on the topic

(References). These resources may be of use for a variety of purposes as deciding yourelectives, selecting the campus according to your educational needs, preparing for a jobinterview when you know what position you are applying for, understand what job profilesmay fit you, and have some references to elaborate your proposal for the final MiM thesis.

4. Textbook: Reading and learning the textbook is mandatory. For each of the nine topics, weidentified corresponding (sub-)chapters addressing the topic. For students taking theCourse in French, please check section 4 below. For students taking the Course in English,please check section 5 below. If you start reading the attributed chapters and then read theonline materials, the key advantage is that you will more easily understand the shorter textsof online slides. Differently, if you start reading the online materials and then move to the

textbook, the key advantages are that you will have in mind the logical grid to read thetextbook (key topic, order of the topics, etc.) and should be more critical in reading the

textbook. Maybe, test the two options to see what solution better suits your learning style.You are free to buy the textbook or to ask for a copy at ESCP library. The last editions

come with a free access code to Pearsons online platform. While not mandatory, you canuse also this platform for example to train yourself in multiple-choices.

3. Evaluation of the online and off-line work

On class 1, you will take an individual written test. This test includes multiple-choices on the ninetopics of the Course. Chapters listed in the syllabus (section 4 and 5 below) and online materialsare due. In order to validate the individual written test you need to have at least a grade of 8 out of20. It is important for you to validate this part since the face-to-face work implies that you already

know the main theories to participate in class discussion and group-work.

If you fail, a second test will be taken at the end of the semester. Same rules apply.

The face-to-face part is meant to revise the theoretical contents of the online part (doubts,

problems with cases, etc.), to elaborate on these contents (problematizing), and to work on a realcase (live case with a major French multinational). On class 5 you will present your group-work. In

order to validate the face-to-face class, your group needs to have a grade of 10 out of 20 or higher.

In order to pass the Course, you need to validate both the individual written test (8/20 or more) andthe group project (10/20).

Please note: Face-to-face classes will be hold either in French or English, according to youroriginal attribution. The online part is only in English. This is consistent with the internationalpositioning of ESCP Europe and the need for all students to be comfortable with English. For the

written test, students enrolled in French classes will be free to chose between an English or aFrench version of the test.

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4. French classes: Match textbook-online topics

Sance 1 Le marketing hier et maintenant ("Marketing Management" Chapitres 1, 2)! Dfinitions, paradigmes, strotypes et risques du marketing! Les tapes du processus de marketing et le plan marketing! Anticipations : les nouvelles tendances dans la discipline

Sance 2 Comprendre le client ("Buying Behavior" Chapitres 6, 7)! Le consommateur : les particularits des clients finaux (" B2C marketing")! Le client industriel : logique dachat (" B2B marketing")! Les variables qui influencent les processus dachat! Anticipations : au-del de lachat et de la dyade B2C/B2B

Sance 3 Le marketing analytique ("Market Intelligence" Chapitre 3, 4)! La prvision de la demande de march! Les tapes dune tude de march! La classification des tudes de march : qualitatives / quantitatives ; exploratoires / descriptives /explicatives! La nature des donns : internes / externes ; primaires /secondaires ; panel / ad hoc! Anticipations : les tendances actuelles dans la recherche marketing

Sance 4 Le marketing stratgique : Les dcisions stratgiques (Chapitres 9, 10)! Segmentation! Ciblage! Positionnement voulu et peru! Les rsultats face la concurrence : la part de march! Anticipations : la porosit des segments et les personas dans la segmentation

Sance 5 Le marketing stratgique : Le dveloppement durable (Chapitre 23)! Dfinitions du dveloppement durable! Identification des implications sociales du marketing! Mise en uvre dune stratgie de dveloppement durable

! Anticipations : greenwashing et total sustainable marketing

Sance 6 Loffre : le produit et la marque (Chapitres 13, 14)! Les diffrents niveaux du produit! Le cycle de vie! Les spcificits des services! La dimension intangible de la marque! Anticipations : lconomie des marques

Sance 7 Loffre : la valeur et le prix (Chapitres 5.1, 16)! La valeur perue par le client!

La satisfaction! Les critres de fixation du prix! Anticipations : lapproche value-based pricing

Sance 8 Accompagner loffre : la logistique commerciale et les canaux de distribution (Chapitres17, 18)! Les typologies et les rles des canaux de distribution! Mise en place dune stratgie de distribution! Le marketing des distributeurs! Anticipations : e-marketing et exprience sur lespace de vente

Sance 9 Accompagner loffre : la communication (Chapitres 19, 20)! Mise en place de la stratgie de communication! La communication "above-the-line" : la publicit! La communication "below-the-line" : les vnements, les relations publiques, la promotion! Anticipations : la communication non conventionnelle

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5. English classes: Match textbook-online topics

Class 1 Marketing now and then ("Marketing Management" Chapters 1, 2)! Definitions, paradigms, stereotypes, and risks of marketing! Stages of the marketing process! The marketing plan

! Outlook: current marketing trends

Class 2 Buying Behavior(Chapters 5, 6)! The individual [private] customer: "B2C marketing"! The industrial customer: " B2B marketing"! Factors that influence customers buying behavior! Outlook: beyond purchase and the B2B/B2C dyads

Class 3 Analytical marketing("Market Intelligence" Chapters 3, 4)! Forecasting market demand! Stages of a market research project! Classification of market research studies: quantitative versus qualitative; exploratory versus descriptive

versus causal! Types of data: in-house versus external; primary versus secondary; panel versus ad hoc! Outlook: current trends in market research

Class 4 Strategic marketing: Key strategic decisions (Chapters 7)! Segmentation! Targeting! Positioning: competitive and perceived positioning! Measuring competitive results: the market share! Outlook: porosity of market segments and segmentation via personasClass 5 Strategic marketing: Marketing and sustainability (Chapter 20)! Defining sustainability in marketing! Identifying the social implications of marketing!

Implementing a sustainable marketing strategy! Outlook: green-washing and total sustainable marketing

Class 6 The offer: product and brand (Chapters 8)! Levels of the product! Product life cycle! Specificities of services! The intangible value of the brand! Outlook: the brand economy era

Class 7 The offer: value and price (Chapters 10, 11)! Customer perceived value! Customer satisfaction! Criteria to set the price

Outlook: value-based pricing!

Class 8 Accompanying the offer: logistics and distribution channels (Chapters 12, 13)! Types and functions of distribution channels! Setting a distribution strategy! Retailing marketing! Outlook: e-marketing and store experience

Class 9 Accompanying the offer: communication (Chapters 14, 15)! Developing a communication strategy! "Above-the-line" communication: advertising

! "Below-the-line" communication: events, public relations, and promotions! Outlook: non-conventional communication