Academic Year 2023-2024

Course description: Students apply the tools they learned about in their first year and learn more about the marketing approach. They learn to know consumers and how they behave. Finally, they are introduced to commercial closing elements and the mechanics of yield management.

Goals of the course:

• Understanding consumer behavior.
• Understanding the ins and the outs of market studies in depth and the marketing approach. 

Skills to be acquired:

• Understanding consumer behavior and all variables that influence this.

• Thorough comprehension of market study techniques and understanding of results.

Prerequisites:

⮚      Students must know the marketing tools and concepts they learned in their first year (PESTEL, SWOT, the Marketing Mix, etc.).

Course description: This course allows students to understand how companies are promoted using communication. Students are introduced to communication strategy and will study media and non-media tools to promote a company. A deep knowledge of marketing is required to well understand this course in promoting a company.

Goal of the course:

• Understanding the different internal and external communication levers
• Rolling on communication tools on a local market or an international one
• An introduction to advertising creations

Skills to be acquired:

• Thorough comprehension of how to promote a company by communication.
• Being able to design a communication strategy with and without media.

Prerequisites:

• Good understanding of marketing basics (marketing courses in Year 1 and Year 2)