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KCOS 2005 - Fundamentals of marketing

Type d'enseignement : Lecture alone

Semester : Autumn 2017-2018

Number of hours : 12

Language of tuition : English



Course Description

A central field in the understanding of our economy, marketing goes much beyond its classic definition of promoting products or services to sell them. As the business world is shifting under the influence of the digital revolution towards new paradigms of customer centricity, brand content and retail excitement - among others - to create unique and differentiated experiences - marketing mission needs to be revisited. This course will explore not only the academic concepts of marketing but also the new approaches that challenge them. It will be based on reflections on classic and new companies cases, from various business environments and models.


DUPONT, Maxime Y. (Directeur du développement, L'Oréal)

Pedagogical format

Each lecture introduces theoretical tools and case studies for illustrative purposes.

Course validation

Final exam (100% of the final grade).


6 lectures of two hours each (12 hours). Credits: 2.

Required reading

Positioning: The Battle for Your Mind by RIES and TROUT. A true classic book, as a perfect introduction to marketing

Additional required reading

  • Marketing management, by KOTLER&KELLER
  • Permission Marketing, by GODIN
  • The 22 immutable laws of marketing, by RIES & TROUT
  • Influence, by CIALDINI
  • Growth Hacker Marketing, by HOLIDAY
  • The Experience economy, by PINE & GILMORE
  • Blue Ocean Strategy, by KIM & MAUBORGNE