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KFIN 2770A - Fundamentals of marketing

Type d'enseignement : Lecture alone

Semester : Autumn 2018-2019

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 contents, disintermediation and retail excitement - among others - marketing mission needs to be revisited and redefined. This course will explore not only the academic concepts of marketing but also the new approaches that challenge them, to enable students to develop a business situations problem setting approach and problem solving attitude. 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

Students' assessment will be based on a 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