Découvrir le marketing

Course
fr
French
30 h
This content is rated 4.8133 out of 5
Source
  • From www.edx.org
Conditions
  • Self-paced
  • Free Access
  • Fee-based Certificate
More info
  • 10 Sequences
  • Intermediate Level

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Course details

Syllabus

Premiers pas

  • Marketing stratégique et marketing opérationnel
  • Marketing marchand et non marchand
  • Bien versus service
  • La notion de besoin
  • La notion de client

Le produit

  • Segmentation
  • Ciblage et positionnement
  • Cycle de vie du produit
  • Nouveaux produits

La marque

  • Les rôles de la marque
  • Nom de marque
  • Capital marque

La distribution

  • Distribution hors ligne, en ligne et multicanal
  • Marques de distributeurs

Le prix

  • Le choix d'un prix
  • Le prix des nouveaux produits
  • Le prix de positionnement et le prix de prestige
  • Le prix à la valeur perçue
  • Le prix à l'avantage économique
  • Le prix du marché et les prix flexibles

La communication

  • Les objectifs de la communication
  • La publicité média
  • Le marketing digital

Rencontres avec des professionnels

  • Le cas Maes
  • Le cas Coca-Cola
  • Le cas Louvain Coopération
  • Le cas Lutosa Findus

Prerequisite

Pas de prérequis.

Instructors

Chantal de Moerloose
Professeur
Louvain School of Management

Claude Pecheux
Professeur
Louvain School of Management

Anne-Laure Bartier
Chargée de cours invitée
Louvain School of Management

Editor

The Université catholique de Louvain or UCLouvain is a Belgian French-speaking university with several sites in six Belgian cities. Since the adoption of its new name, it has brought together UCL and the Université Saint-Louis - Bruxelles.

Following the split of the Catholic University of Leuven into two legally independent entities (1968), most of the French-speaking university has been located in Louvain-la-Neuve (Walloon Brabant) since 1972, and in Woluwe-Saint-Lambert for the faculties of medicine, pharmacy, dentistry and biomedical sciences. The Dutch-speaking university remains in Leuven, under the name of Katholieke Universiteit Leuven (KU Leuven). It is one of Belgium's leading universities and is regularly cited as one of the world's top 150 universities.

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