Department of Business Administration

Advanced Marketing(G448)

Course Code Course Name Semester Theory Practice Lab Credit ECTS
G448 Advanced Marketing 6 3 0 0 3 5
Admission Requirements
Language of Instruction French
Course Type Elective
Course Level Bachelor Degree
Course Instructor(s) JEAN MICHEL BALASQUE (Email)
Objective To allow the student, through the critical acquisition of knowledge from fields related to marketing, to deepen its understanding of marketing, its tools and developments. The course tries, from a critical perspective, to analyze the main contributions of social sciences to marketing. A particular focus is put on social psychology.
Content Course Content
Part 1. Consumers’ or potential customers’ decision
1. Perception
2. Learning and memorizing
3. Representations
4. Attitudes
5. The decision process

Part 2. Consumption and satisfaction
1. Analysis of the impact of situational factors
2. Consumer Experiences
3. Satisfaction
4. Behavior and post-purchase decisions

Part 3. Firm strategies: towards new analytical perspectives
1. The market analysis
1. Strategic marketing analysis
2. Communication policies
3. Brand strategies
4 From the marketing mix to new analytical perspectives

Part 4. Industrial Marketing Analysis

Course Learning Outcomes On completion of this course, the student should be able to:
1. Deeply know some of the main concepts of social sciences
2. Understand their application to marketing
3. Use in a complementary manner several marketing approaches
4. Develop and implement the major steps of a marketing analysis
5. Interpret and criticize a marketing approach.
Teaching and Learning Methods Pro-active : built on the use of kikencere website ( ) on which the main resources, complementary documents and track which can enable the student do go farther in the subject are shown.
Theory is preceded by examples that allow the student to understand the problematic issues. They are followed by illustrative examples, and an critical analyze of the theory.
References The summaries of the courses, complementary informations, articles are at disposal of the student on the website:
- the works of Philip Kotler (especially Marketing Management)
- For the analysis of consumer’s behavior
- Derbaix C., Brée J., 2000, Comportement du consommateur, Présentation de textes choisis, Collection Gestion, Economica.
- Ladwein R., 1999, Le comportement du consommateur er de l’acheteur, Collection Gestion, Economica.
- Darpy D., Volle P., 2003, Comportements du consommateur, concepts et outils, collection Gestion Sup, Dunod.

For marketing understanding

Baker M.J. , 2000, Marketing Theory, a student text.
Tadajewsky M., Brownlie D. (eds) 2008, Critical Marketing. Issues in contempory marketing, Wiley.
Penaloza, L., Toulouse N., Visconti L.M. (eds), 2011, Marketing Management: A cultural perspective, Routledge.
Lehu J-.M. (sous la coordination de), 2011, MBA Marketing, Eyrolles, Editions d'Organisations
Marion G., 2004, Idéologie Marketing, Mal du siècle, Edition Eyrolles
Badot O., Cova B., 2009, Le néo-marketing, reloaded, Edition EMS Management et Société
Marion G. et al., 2003, Antimanuel de Marketing, Editions d'Organisation
Print the course contents
Theory Topics
Week Weekly Contents
1 Introduction - Course object
2 The perception
3 Learning processes
4 Memorizing processes
5 Knowing organisations
6 Attitudes
7 Attitudes and behaviors
8 Communication and persuasion
9 The decision process
10 Applications of the main heuristics to brands
11 Consumption and satisfaction
12 Consumption and satisfaction
13 Firm strategies: towards new analytical perspectives
14 Elements of B 2 B analysis
Practice Topics
Week Weekly Contents
1 Cases analyzes
2 Cases analyzes
3 Cases analyzes
4 Cases analyzes
5 Cases analyzes
6 Cases analyzes
7 Cases analyzes
8 Cases analyzes
9 Cases analyzes
10 Cases analyzes
11 Cases analyzes
12 Cases analyzes
13 Cases analyzes
14 Cases analyzes
Contribution to Overall Grade
  Number Contribution
Contribution of in-term studies to overall grade 1 50
Contribution of final exam to overall grade 1 50
Toplam 2 100
In-Term Studies
  Number Contribution
Assignments 0 0
Presentation 1 10
Midterm Examinations (including preparation) 1 30
Project 0 0
Laboratory 0 0
Other Applications 0 0
Quiz 0 0
Term Paper/ Project 1 10
Portfolio Study 0 0
Reports 0 0
Learning Diary 0 0
Thesis/ Project 0 0
Seminar 0 0
Other 0 0
Toplam 3 50
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. X
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. X
3 The ability to work effectively in a team; the ability to pass on knowledge to other members of the team. X
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. X
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. X
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. X
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. X
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. X
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. X
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. X
Activities Number Period Total Workload
Class Hours 14 3 42
Working Hours out of Class 14 1 14
Assignments 1 5 5
Presentation 1 3 3
Midterm Examinations (including preparation) 1 12 12
Project 1 15 15
Laboratory 0 0 0
Other Applications 0 0 0
Final Examinations (including preparation) 1 20 20
Quiz 0 0 0
Term Paper/ Project 0 0 0
Portfolio Study 0 0 0
Reports 0 0 0
Learning Diary 0 0 0
Thesis/ Project 0 0 0
Seminar 0 0 0
Other 1 15 15
Total Workload 126
Total Workload / 25 5,04
Credits ECTS 5
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