Marketing and purchasing

The aim of this module is to enable students to acquire the fundamentals of marketing and purchasing in a company and to develop the associated skills through case studies and a company game.

At the end of this course, students will be able to :
- Understand the marketing approach from information analysis to the development of a marketing action plan
- Identify the specificities of BtoB marketing, the buyer's profession and purchasing relationship management
- Prepare, conduct and conclude a purchasing negotiation

This module has been designed jointly with BSA and will be attended by BSA students.

Contents

    - Introduction à la démarche marketing et fondements du marketing (J.M. Balaste - 6h)
- Carrying out a case study (J.M. Balaste - 3h)
Group work, decision-making, communication techniques (E. Hauet - 3h)
- Marketing project presentation and project support: further market research (C. Rapaport - 3h)
Work for next session: read chapters 3, 2.3 and 10. 1.1 du Marketing management 13ème édition / Pearson
- Marketing project follow-up and support: specifications, pakaging and communication (C. Rapaport - 3h)
Work for the following session: read chapter 12.4 (p 442 to 445) of Marketing management 13ème édition / Pearson
- Marketing project follow-up and support: developing an interview guide (C. Rapaport - 3h)
Work for the following session: Completing part 1 of the project
- Marketing project: Restitution 1 (C. Rapaport - 3h)
Work for next session: Carrying out part 2 of the project
- Marketing project: Report 2 (C. Rapaport - 3h)
- Purchasing overview (K. Geitzholz - 3h)
- Purchasing strategies and marketing (K. Geitzholz - 3h)
- Specifications and invitations to tender (K. Geitzholz - 3h)
- How to read a contract from a risk prevention perspective (K. Geitzholz - 3h)
- Negotiation techniques in purchasing (K. Geitzholz - 3h)

Manager

Patrick Sauvant

Companies, Trades and Cultures

Kotler, P., Keller, KL, Dubois, B. and Manceau, D. (2006), Marketing Management, 12th edition, Pearson Education.