- From www.edx.org
Découvrir le marketing
- Self-paced
- Free Access
- Fee-based Certificate
- 10 Sequences
- Intermediate Level
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.
Platform
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