Les gens ont souvent une vision assez étroite du marketing. Plusieurs pensent par exemple que le marketing se limite à la vente ou à la publicité. Mais le marketing regroupe un éventail beaucoup plus large d’activités qui relient une organisation à son marché. Le marketing est également une philosophie managériale qui place le consommateur au cœur des préoccupations de l’entreprise. Avec une approche marketing, le succès de l’entreprise passe par la compréhension et la satisfaction des besoins du consommateur.
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Les gens ont souvent une vision assez étroite du marketing. Plusieurs pensent par exemple que le marketing se limite à la vente ou à la publicité. Mais le marketing regroupe un éventail beaucoup plus large d’activités qui relient une organisation à son marché. Le marketing est également une philosophie managériale qui place le consommateur au cœur des préoccupations de l’entreprise. Avec une approche marketing, le succès de l’entreprise passe par la compréhension et la satisfaction des besoins du consommateur.
Les gens ont souvent une vision assez étroite du marketing. Plusieurs pensent par exemple que le marketing se limite à la vente ou à la publicité. Mais le marketing regroupe un éventail beaucoup plus large d’activités qui relient une organisation à son marché. Le marketing est également une philosophie managériale qui place le consommateur au cœur des préoccupations de l’entreprise. Avec une approche marketing, le succès de l’entreprise passe par la compréhension et la satisfaction des besoins du consommateur.
Ce cours propose une exploration des fondements du marketing. Nous examinerons d’abord comment le marketing permet la création de valeur pour le consommateur et pour l’entreprise. Nous analyserons ensuite comment les entreprises définissent des marchés-cibles porteurs et déterminent un positionnement concurrentiel efficace. Nous discuterons enfin de la façon dont on peut traduire ce positionnement à travers les politiques de produit, de prix, de distribution, et de communication marketing.
Si vous aspirez à une carrière en marketing, ce cours vous permettra d’acquérir les bases dans le domaine et vous préparera à des séminaires plus spécialisés. Si vous êtes un gestionnaire, ce cours vous aidera à comprendre comment le marketing peut contribuer à gagner et à maintenir une meilleure position concurrentielle. Si vous êtes un consommateur, ce cours vous donnera une meilleure compréhension du marché et vous outillera pour devenir un consommateur plus averti.
Venez découvrir le marketing et comprendre son rôle dans la gestion des organisations!
What you'll learn
Objectifs d'apprentissage :
Module 1 - Cette séance vise à définir le marketing et à introduire les concepts de base de la discipline.
Module 2 - Cette séance vise à vous familiariser avec l’exploration de valeur, activité par laquelle on cherche à mieux comprendre le marché. Plus spécifiquement, cette séance vous permettra de découvrir les types de décisions d’achat réalisées par les consommateurs, le processus de décision, de même que les principaux facteurs qui influencent ce processus.
Module 3 - Cette séance porte sur la stratégie marketing. Vous y apprendrez comment l’entreprise découpe le marché en segments, comment elle identifie les segments qu’elle souhaite servir et comment elle développe une proposition de valeur unique et attirante pour rejoindre ces segments plus efficacement que la concurrence.
Module 4 - Cette séance porte sur le premier élément du mix marketing: le produit. Après avoir compris ce qu'est un produit, vous apprendrez quelles sont les principales décisions concernant les produits ou services, comment on gère la marque, comment on développe de nouveaux produits et finalement, comment on gère le protefeuille de produits et marques.
Module 5 - Cette séance porte sur le deuxième élément du mix marketing: les communications marketing. Après avoir discuté des enjeux et défis de la communication marketing, vous verrez les principaux moyens d'action disponibles pour atteindre les objectifs fixés.
Module 6 - Cette dernière séance porte sur les deux derniers élements du mix marketing: la distribution et le prix.
What's inside
Syllabus
Good to know
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Activities
Review Basic Marketing Concepts
Show steps
Reviewing the basic principles of marketing will refresh your memory and help you build a solid foundation for this course.
Show steps
-
Read the first chapter of the textbook.
-
Review your notes from previous marketing courses (if applicable).
-
Watch a few introductory videos on marketing.
Organize Your Course Materials
Show steps
Organize your notes, assignments, and other course materials to improve your study habits and make it easier to review for exams.
Show steps
-
Create a filing system for your notes and assignments.
-
Use a note-taking app or software to organize your digital notes.
-
Review your materials regularly to reinforce your understanding.
Join a Study Group
Show steps
Joining a study group will provide you with opportunities to discuss course material, collaborate on assignments, and learn from your peers.
Show steps
-
Find or create a study group with classmates.
-
Meet regularly to discuss course material.
-
Work together on assignments and projects.
Five other activities
Expand to see all activities and additional details
Show all eight activities
Complete Practice Questions on Market Segmentation
Show steps
Practice identifying and defining target markets to enhance your understanding of this crucial aspect of marketing.
Browse courses on
Market Segmentation
Show steps
-
Find practice questions on market segmentation online or in textbooks.
-
Solve the practice questions and check your answers.
Attend a Marketing Workshop
Show steps
Attending a marketing workshop will provide you with an opportunity to learn from industry experts and gain practical insights into the latest marketing trends and techniques.
Show steps
-
Research marketing workshops in your area or online.
-
Choose a workshop that aligns with your interests and goals.
-
Register for the workshop and attend all sessions.
Develop a Marketing Plan for a New Product
Show steps
Creating a marketing plan for a new product will allow you to apply the concepts you learn in this course to a practical scenario and refine your marketing skills.
Browse courses on
Marketing Plan
Show steps
-
Choose a new product or service that interests you.
-
Conduct market research to understand the target audience and competitive landscape.
-
Develop a marketing strategy that outlines your target market, value proposition, and marketing mix.
-
Write a detailed marketing plan that includes your strategy, tactics, and budget.
-
Present your marketing plan to a peer or mentor for feedback.
Read 'Marketing Management' by Philip Kotler
Show steps
Reading 'Marketing Management' by Philip Kotler will provide you with a comprehensive understanding of the core concepts and principles of marketing.
View
Marketing Management 16e édition (Redesign) +...
on Amazon
Show steps
-
Purchase or borrow a copy of 'Marketing Management' by Philip Kotler.
-
Read the book thoroughly, taking notes as you go.
-
Summarize the key concepts and principles of marketing in your own words.
Participate in a Marketing Case Competition
Show steps
Participating in a marketing case competition will challenge you to apply your knowledge and skills to a real-world marketing scenario and showcase your abilities to potential employers.
Show steps
-
Find a marketing case competition that aligns with your interests.
-
Form a team or work individually on the case.
-
Develop a comprehensive marketing plan that addresses the case requirements.
-
Present your plan to a panel of judges.
Review Basic Marketing Concepts
Show steps
Reviewing the basic principles of marketing will refresh your memory and help you build a solid foundation for this course.
Show steps
- Read the first chapter of the textbook.
- Review your notes from previous marketing courses (if applicable).
- Watch a few introductory videos on marketing.
Organize Your Course Materials
Show steps
Organize your notes, assignments, and other course materials to improve your study habits and make it easier to review for exams.
Show steps
- Create a filing system for your notes and assignments.
- Use a note-taking app or software to organize your digital notes.
- Review your materials regularly to reinforce your understanding.
Join a Study Group
Show steps
Joining a study group will provide you with opportunities to discuss course material, collaborate on assignments, and learn from your peers.
Show steps
- Find or create a study group with classmates.
- Meet regularly to discuss course material.
- Work together on assignments and projects.
Complete Practice Questions on Market Segmentation
Show steps
Practice identifying and defining target markets to enhance your understanding of this crucial aspect of marketing.
Browse courses on
Market Segmentation
Show steps
- Find practice questions on market segmentation online or in textbooks.
- Solve the practice questions and check your answers.
Attend a Marketing Workshop
Show steps
Attending a marketing workshop will provide you with an opportunity to learn from industry experts and gain practical insights into the latest marketing trends and techniques.
Show steps
- Research marketing workshops in your area or online.
- Choose a workshop that aligns with your interests and goals.
- Register for the workshop and attend all sessions.
Develop a Marketing Plan for a New Product
Show steps
Creating a marketing plan for a new product will allow you to apply the concepts you learn in this course to a practical scenario and refine your marketing skills.
Browse courses on
Marketing Plan
Show steps
- Choose a new product or service that interests you.
- Conduct market research to understand the target audience and competitive landscape.
- Develop a marketing strategy that outlines your target market, value proposition, and marketing mix.
- Write a detailed marketing plan that includes your strategy, tactics, and budget.
- Present your marketing plan to a peer or mentor for feedback.
Read 'Marketing Management' by Philip Kotler
Show steps
Reading 'Marketing Management' by Philip Kotler will provide you with a comprehensive understanding of the core concepts and principles of marketing.
View
Marketing Management 16e édition (Redesign) +...
on Amazon
Show steps
- Purchase or borrow a copy of 'Marketing Management' by Philip Kotler.
- Read the book thoroughly, taking notes as you go.
- Summarize the key concepts and principles of marketing in your own words.
Participate in a Marketing Case Competition
Show steps
Participating in a marketing case competition will challenge you to apply your knowledge and skills to a real-world marketing scenario and showcase your abilities to potential employers.
Show steps
- Find a marketing case competition that aligns with your interests.
- Form a team or work individually on the case.
- Develop a comprehensive marketing plan that addresses the case requirements.
- Present your plan to a panel of judges.
Career center
Chef de Produit
Responsable marketing
Analyste marketing
Gestionnaire de marque
Spécialiste en marketing numérique
Consultant en marketing
Entrepreneur
Chargé d'études marketing
Responsable communication
Commercial
Assistant marketing
Responsable développement commercial
Gestionnaire de communauté
Rédacteur web
Graphiste
Reading list
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