Department of Business Administration

Industrial Marketing(G447)

Course Code Course Name Semester Theory Practice Lab Credit ECTS
G447 Industrial Marketing 7 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 The goal of the course is to give students a good understanding of explaining factors of buying behavior: marketing mix, psychological factors, socio-cultural factors, situational factors
Content Introduction : marketing definition, objectives and controversies
Part one Analyze of actors and buying behaviors
Chapter1. The consumer
Chapter 2. Buying processes in organizations
Part 2. The steps of the marketing approach
Chapter 3. Building a marketing strategy
Chapter4. Implementing a marketing policy
Part 3. Overstepping traditional analysis
Course Learning Outcomes This course will provide to
1. Have command of the concepts and theories explaining the consumer decision making
2. Identify psychological factors influencing the consumer behavior
3. Identify socio-cultural factors influencing the consumer behavior
4. Make use of learnt concepts and theories to analyze cases
5. Bring some solutions for marketing problems linked with learnt concepts and theories
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 Armstrong, G., Kotler, P., 2010, Principes de Marketing, Pearson, 10ième Edition
Darpy D., Volle P., 2003, Comportements du consommateur, concepts et outils, collection Gestion Sup, Dunod

Kotler P., Keller K.L., Manceau D., 2012, Marketing Management 14e édition.

Lendrevie J., Lévy J.,2012, Mercator 2013: Théories et nouvelles pratiques du marketing
Penaloza, L., Toulouse N., Visconti L.M. (eds), 2011, Marketing Management: A cultural perspective, Routledge.
Print the course contents
Theory Topics
Week Weekly Contents
1 Introduction
2 Consumer behavior- explicative factors
3 Consumer behavior- Purchase context
4 Consumer behavior- Analysis of the value given to the consumer
5 Consumer behavior- After the purchase
6 Analysis of the purchase of organisations
7 Analysis of the purchase of organisations
8 The steps of marketing maneuver
9 Definition of a marketing strategy
10 Elaboration of marketing process- The offer
11 Elaboration of marketing process - The price
12 Elaboration of marketing process - the place
13 Elaboration of marketing process- The promotion
14 Towards more global analyzes
Practice Topics
Week Weekly Contents
1 Marketing related controversies
2 Case analysis
3 Case analysis
4 Case analysis
5 Case analysis
6 Case analysis
7 Case analysis
8 Case analysis
9 Case analysis
10 Case analysis
11 Case analysis
12 Case analysis
13 Case analysis
14 Case analysis
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 0 0 0
Working Hours out of Class 0 0 0
Assignments 0 0 0
Presentation 0 0 0
Midterm Examinations (including preparation) 0 0 0
Project 0 0 0
Laboratory 0 0 0
Other Applications 0 0 0
Final Examinations (including preparation) 0 0 0
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 0 0 0
Total Workload 0
Total Workload / 25 0,00
Credits ECTS 0
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