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DECO 1740A - Marketing and Customer Relationship Management

Type d'enseignement : Elective

Semester : Autumn 2017-2018

Number of hours : 24

Language of tuition : English



Course Description

In the frame of the « Marketing and Customer Relationship Management » conference, the students will get familiarized with the main principles of both Marketing and Customer Relationship Management, as well as their impact on the current economic, social and technological environment. The following subjects will be raised: Marketing strategy. Product marketing (strategic planning, the “4Ps”, product life cycle management). Customer Relationship Management and Customer marketing (buying behaviors, customer life cycle, segmentation, targeting and positioning). Marketing and promotion. Main principles of both qualitative and quantitative surveys - Case studies. The value of brands. Digital Marketing. These subjects will be studied both theoretically and pragmatically, using appropriate case studies in line with both social and economic context: L'Oréal (Marketing Strategy), Apple (new product launch - iPhone, iPad), Procter & Gamble (how to promote non “differentiated” products), Facebook (viral marketing and Web 2.0), AirBnB, Nike (no need to display the brand name anymore). External speakers should also participate to the conference (with backgrounds in marketing, marketing surveys, CRM) and share their own professional experience with the students.


AUZANNEAU, Marc (CRM Practice Leader, IBM France)

Course validation

The students will be divided into several groups. They will have to interview professionals working in the marketing domain as well as perform case study presentations. Teamwork (15% of final grade) will be a focus, as well as personal participation (50%) and final exam (35%).

Required reading

Marketing Management (14th edition) - Philip KOTLER, Kevin Keller - Pearson

Additional required reading

Read newspapers on a daily basis with a focus on marketing news. Use of the social medias to identify main topics related to Marketing, product launches, or specific commercial events