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KCOE 4120 - Introduction to marketing

Type d'enseignement : Lecture alone

Semester : Autumn 2018-2019

Number of hours : 12

Language of tuition : English


At least, level 4 in English

Course Description

Marketing is a fairly recent discipline if we consider that its first definition dates back to 1935. Today, estimates indicate that half the price we pay for products and services covers marketing costs. Over time, marketing has evolved from a plurality of viewpoints, including its boundaries, focus, epistemologies, and social implications. This Course pursues two main aims. First, it provides an illustration of the marketing process along its three main stages: (i) analytical marketing, (ii) strategic marketing, and (iii) operational marketing. Second, it questions the state of the art of marketing as both a discipline and a practice, and sheds light on some of the on-going debates about marketing's limits and future perspectives. Overall, the Course should provide participants with key marketing notions as well as with critical understanding of marketing pitfalls.


VISCONTI, Luca M. (Professor of Marketing, Director Master of Science in Marketing and Transformative Economy)

Pedagogical format

6 sessions of 2 hours each. Each lecture combines a mix of marketing theories, tools, class discussion, and extensive exemplifications.

Course validation

Final individual written test.

Required reading

  • Ellis N., Fitchett J., Higgins M., Jack G., Lim M., Saren M. and Tadajewski M. (2011) Marketing: A Critical Textbook, London: Sage
  • Peñaloza L., Toulouse N. and Visconti L.M. (2011) Marketing Management: A Cultural Perspective, London: Routledge
  • Décisions Marketing : → publications
  • Revue Française du Marketing : → publications
  • Kotler P. and Keller K. (2015) Marketing Management, 15 th edition, Upper