Industrial Marketing(G447)
| Course Code | Course Name | Semester | Theory | Practice | Lab | Credit | ECTS |
|---|---|---|---|---|---|---|---|
| G447 | Industrial Marketing | 5 | 3 | 0 | 0 | 3 | 5 |
| Prerequisites | |
| Admission Requirements |
| Language of Instruction | French |
| Course Type | Elective |
| Course Level | Bachelor Degree |
| Course Instructor(s) | JEAN MICHEL BALASQUE jmbalasque@gsu.edu.tr (Email) |
| Assistant | |
| Objective | The goal of the course is to be operational. It should allow the student to understand the main theories in marketing and their concrete applications within companies aiming consumers or other companies |
| Content |
1st lesson: What is marketing? Objectives and controversies. 2nd course: Analysis of consumer behavior 3rd course: Analysis of industrial purchasing 4th course: Elements of market analysis 5th lesson: Synthesis and examples 6th lesson: Case study 7th course: Elements of definition of a marketing strategy 8th lesson: SWOT analysis and its extensions 9.th course: Targeting and positioning 10th course: MIX Marketing 11.th course: MIX Marketing 12th course: MIX Marketing 13. Course: The limits of analysis - The specificities of the industrial field. 14.th lesson: Case and synthesis |
| Course Learning Outcomes |
At the end of this course, the student must be able to: 1. Know the foundations and methods of analyzing consumer behavior 2. Understand the main specificities of industrial marketing and their implications. 3. Develop and implement the main stages of a classic marketing analysis 4. Interpret and criticize a simple marketing approach. |
| Teaching and Learning Methods |
1. Explanation and analysis of basic marketing strategies that can be used 2. Application around the critical examination of concrete cases and the definition of complementary and / or different strategies. |
| References |
Numerous works and books including: Mercator: Theories and New Marketing Practices by Jacques Lendrevie, Julien Lévy, Denis Lindon, Collectif Marketing Management by Philip Kotler, Kevin Lane Keller, Delphine Manceau, Bernard Dubois Educational material and analyzed cases will be made available to students on Microsoft Teams. |
Theory Topics
| Week | Weekly Contents |
|---|
Practice Topics
| Week | Weekly Contents |
|---|
Contribution to Overall Grade
| Number | Contribution | |
|---|---|---|
| Contribution of in-term studies to overall grade | 0 | 0 |
| Contribution of final exam to overall grade | 0 | 0 |
| Toplam | 0 | 0 |
In-Term Studies
| Number | Contribution | |
|---|---|---|
| Assignments | 0 | 0 |
| Presentation | 0 | 0 |
| Midterm Examinations (including preparation) | 0 | 0 |
| Project | 0 | 0 |
| Laboratory | 0 | 0 |
| Other Applications | 0 | 0 |
| Quiz | 0 | 0 |
| Term Paper/ Project | 0 | 0 |
| Portfolio Study | 0 | 0 |
| Reports | 0 | 0 |
| Learning Diary | 0 | 0 |
| Thesis/ Project | 0 | 0 |
| Seminar | 0 | 0 |
| Other | 0 | 0 |
| Toplam | 0 | 0 |
| No | Program Learning Outcomes | Contribution | ||||
|---|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | ||
| 1 | The acquisition of high-level knowledge of the functions of production management and marketing, management, accounting and finance; the skill of using this knowledge. | |||||
| 2 | The acquisition of basic conceptual knowledge about scientific fields related to professional life, such as law, economics, sociology, psychology, social psychology and quantitative methods. | |||||
| 3 | The ability to work effectively in a team; the ability to pass on knowledge to other members of the team. | |||||
| 4 | The competence to use his/her knowledge on the field, to analyze and interpret the data obtained, to identify the problems encountered, to provide appropriate solutions and scientifically defend these solution suggestions when necessary. | |||||
| 5 | The competence to determine the aims and objectives of the company or institution in which he/she is employed by taking into account the needs, the competitive dynamics of the market and by calculating the risks incurred; the ability to engage in entrepreneurship and establish and manage a business. | |||||
| 6 | Awareness of constantly updating his/her professional knowledge and skills; the ability to adapt to change and innovation; the competence to evaluate critically the information he/she has acquired. | |||||
| 7 | Basic knowledge of information and communication technologies required for professional life; the ability to use core office programs at an advanced level; expertise in data processing and report writing in the IT environment. | |||||
| 8 | Ability to follow current information in his/her field in both English and French and to communicate in writing and verbally with stakeholders in both languages. | |||||
| 9 | The ability to conduct researches and studies taking into account the market, dynamics of competition, organizational and global factors and scientific methods; contribute to projects, take responsibility in projects, display competence to make innovative and effective decisions. | |||||
| 10 | Ability to develop strategies, find creative solutions to management problems by building relations with other areas of the social sciences and take the responsibility of these decisions. | |||||
| 11 | Consciousness of taking into account ethical values, when making decisions and being involved in business life. | |||||
| 12 | Awareness of the impact of practices related to his/her field on the global and social dimensions (universality of social rights, social justice, cultural values, environmental problems, sustainability, etc.) and their legal consequences. | |||||
| Activities | Number | Period | Total Workload |
|---|---|---|---|
| Class Hours | 15 | 3 | 45 |
| Working Hours out of Class | 15 | 1 | 15 |
| Presentation | 1 | 10 | 10 |
| Midterm Examinations (including preparation) | 1 | 15 | 15 |
| Other Applications | 4 | 2 | 8 |
| Final Examinations (including preparation) | 1 | 18 | 18 |
| Reports | 1 | 10 | 10 |
| Total Workload | 121 | ||
| Total Workload / 25 | 4.84 | ||
| Credits ECTS | 5 | ||