MM05 - Principles of Marketing Fondements de Marketing

Catch up Semester
Instructions for the on-line part

Dear students,
Welcome to ESCP Europe and welcome to the Principles of Marketing Course.
In line with the Academic Deans indications, from this year the Course has been moved to the first
semester and in a blended-learning format.
We expect for you three main advantages to occur:
1. To shorten your catch-up period and thus be able to join other Master 1 students.
2. To adapt course contents and obligations to your personal time schedule, which may differ
for students coming from different countries.
3. To dedicate more time in class for the application of theories and models you can easily
read alone with the support of the materials we conceived for you.
That being said, here some instructions about the organization of online contents, their expected
use, and the integration between the online and the off-line part (you better read these instructions
while looking at the online platform):
1. Organization of online contents
Online contents have been organized as follows:
1. Key topics: We identified nine main topics to cover the full program of the course. For each
of these topics you will find a main numbered folder with all due online materials.
2. Conceptual blocks: These folders/topics can be conceptually organized around three main
blocks (the same we will review during our face-to-face Course): (1) Analytical marketing,
which provides understanding of the scenario in which marketing decisions have to be
taken (folders 1-3); (2) Strategic marketing, which sets strategic objectives and key
strategic decisions supported by market analysis (folders 4-5); and (3) Operational
marketing, which is meant to translate the marketing strategy into actions/concrete
decisions (folders 6-9).
3. Detailed contents: Within each folder, you will find three types of materials: (1) a case
(exception made for class 1); (2) the main conceptual contents that are split into key topics
and numbered following a logical order; and (c) a file titled Additional resources. Please,
read section 2 below to know more about these contents and how you are expected to use
them.

4. Match between online contents and your textbook: The nine key topics are clearly matched
with chapters from your textbook. The decision we took was not to make slides from the
textbook but: (1) to organize textbook contents more logically for the aims of the Course;
(2) to use online contents to highlight the concepts, theories, and models we consider of
greater importance; and (3) to integrate textbook contents with more examples, ideas, and
references. Your textbook has the advantage of being the classic reference for a Principles
of Marketing course. It means that it has been revised, integrated, and updated several
times to the point of being extremely comprehensive. It also means that your future
colleagues have been probably trained by means of the same textbook, which will provide
you with a common ground. Yet, this textbook is not the best textbook ever. It provides a
very prescriptive vision of what is marketing and how marketing decisions occur within
companies (a kind of recipe-driven approach). It is sensitive to marketing as developed in
Anglo-Saxon contexts (but the French version of it is more culturally sensitive to the
French/European context). Last but not least, it does not promote a multi-disciplinary,
humanistic vision of marketing. For all these reasons, we decided to use online contents to
add on the textbook and to start problematizing marketingsomething that we will do even
more in class.
2. Expected use of online contents
Despite being adaptable to your personal interests, speed, and former knowledge, we expect you
to use online contents as follows:
1. Cases: Exception made for class 1, all topics come with a case. Cases are meant to
stimulate your skills in real marketing analysis and decision-making for a variety of
companies, industries, and marketing problems. All cases contain several data. You can
look for more data online (some suggestions are also included, for example YouTube
official channels,--for all public companies--annual reports of companies available on their
web site, etc.). At the end of each case, you find two slides: (1) the first proposes some
questions to be answered; (2) the second gives you some instructions about how to use the
case (e.g., some cases can be better used before reading all other materials, other cases
can be better used after having studied the topic). As in real life, there is no ultimate,
appropriate answer. Hence, cases are not accompanied by solutions (class 6 makes an
exception, some answers being offered at the end of the case). Instead, what we expect
you to do is to start thinking about possible answers and to establish online exchanges with
your teammates. Blackboard gives you this chance (but you are free to use Facebook
groups or any other solution you find more convenient). For any doubt or interest on a
case, use face-to-face classes to come back to open a debate under the guidance of your
class professor.
2. Main conceptual materials: For each topic, the topic is split into a number of sub-topics.
Within each folder, you will find pdf files numbered from 1 to n. Read them (and learn
them!) in this order. Not to multiply contents, we have embedded lots of examples, small
exercises, tutorials, and other videos directly in these files. For videos and other web links,
simply click on the hyperlink that appears in a slide to open the corresponding page. For
videos, the length of the video is also indicated. Not all of them are due but we trust they
add quite a lot to the understanding of each topic and to making your learning more critical
and informed.
3. Additional resources: For each topic you also have a final pdf file titled Additional
resources. This file does not include contents to learn for the course/exam. Yet, it contains
some very relevant information. In fact, this file is meant to help you during your ESCP
Europe studies and to enter the job market if you will look for a marketing position (on
average, one third of ESCP graduates finds a job in marketing-related positions). In detail,
this file contains: (1) highlights of how the topic is evolving (Outlook), which you can

address in some specialized marketing courses offered at ESCP Europe; (2) a list of such
courses offered on our five campuses (Related Courses); (3) a list and brief presentation
(definition + videos) of some key job profiles that are associated to the topic under
examination (Professions); and (4) a short bibliography to read more on the topic
(References). These resources may be of use for a variety of purposes as deciding your
electives, selecting the campus according to your educational needs, preparing for a job
interview when you know what position you are applying for, understand what job profiles
may fit you, and have some references to elaborate your proposal for the final MiM thesis.
4. Textbook: Reading and learning the textbook is mandatory. For each of the nine topics, we
identified corresponding (sub-)chapters addressing the topic. For students taking the
Course in French, please check section 4 below. For students taking the Course in English,
please check section 5 below. If you start reading the attributed chapters and then read the
online materials, the key advantage is that you will more easily understand the shorter texts
of online slides. Differently, if you start reading the online materials and then move to the
textbook, the key advantages are that you will have in mind the logical grid to read the
textbook (key topic, order of the topics, etc.) and should be more critical in reading the
textbook. Maybe, test the two options to see what solution better suits your learning style.
You are free to buy the textbook or to ask for a copy at ESCP library. The last editions
come with a free access code to Pearsons online platform. While not mandatory, you can
use also this platform for example to train yourself in multiple-choices.
3. Evaluation of the online and off-line work
On class 1, you will take an individual written test. This test includes multiple-choices on the nine
topics of the Course. Chapters listed in the syllabus (section 4 and 5 below) and online materials
are due. In order to validate the individual written test you need to have at least a grade of 8 out of
20. It is important for you to validate this part since the face-to-face work implies that you already
know the main theories to participate in class discussion and group-work.
If you fail, a second test will be taken at the end of the semester. Same rules apply.
The face-to-face part is meant to revise the theoretical contents of the online part (doubts,
problems with cases, etc.), to elaborate on these contents (problematizing), and to work on a real
case (live case with a major French multinational). On class 5 you will present your group-work. In
order to validate the face-to-face class, your group needs to have a grade of 10 out of 20 or higher.
In order to pass the Course, you need to validate both the individual written test (8/20 or more) and
the group project (10/20).
Please note: Face-to-face classes will be hold either in French or English, according to your
original attribution. The online part is only in English. This is consistent with the international
positioning of ESCP Europe and the need for all students to be comfortable with English. For the
written test, students enrolled in French classes will be free to chose between an English or a
French version of the test.

4. French classes: Match textbook-online topics

Sance 1 Le marketing hier et maintenant ("Marketing Management" Chapitres 1, 2)
Dfinitions, paradigmes, strotypes et risques du marketing
Les tapes du processus de marketing et le plan marketing
Anticipations : les nouvelles tendances dans la discipline
Sance 2 Comprendre le client ("Buying Behavior" Chapitres 6, 7)
Le consommateur : les particularits des clients finaux (" B2C marketing")
Le client industriel : logique dachat (" B2B marketing")
Les variables qui influencent les processus dachat
Anticipations : au-del de lachat et de la dyade B2C/B2B
Sance 3 Le marketing analytique ("Market Intelligence" Chapitre 3, 4)
La prvision de la demande de march
Les tapes dune tude de march
La classification des tudes de march : qualitatives / quantitatives ; exploratoires / descriptives /
explicatives
La nature des donns : internes / externes ; primaires /secondaires ; panel / ad hoc
Anticipations : les tendances actuelles dans la recherche marketing
Sance 4 Le marketing stratgique : Les dcisions stratgiques (Chapitres 9, 10)
Segmentation
Ciblage
Positionnement voulu et peru
Les rsultats face la concurrence : la part de march
Anticipations : la porosit des segments et les personas dans la segmentation
Sance 5 Le marketing stratgique : Le dveloppement durable (Chapitre 23)
Dfinitions du dveloppement durable
Identification des implications sociales du marketing
Mise en uvre dune stratgie de dveloppement durable
Anticipations : greenwashing et total sustainable marketing
Sance 6 Loffre : le produit et la marque (Chapitres 13, 14)
Les diffrents niveaux du produit
Le cycle de vie
Les spcificits des services
La dimension intangible de la marque
Anticipations : lconomie des marques
Sance 7 Loffre : la valeur et le prix (Chapitres 5.1, 16)
La valeur perue par le client
La satisfaction
Les critres de fixation du prix
Anticipations : lapproche value-based pricing
Sance 8 Accompagner loffre : la logistique commerciale et les canaux de distribution (Chapitres
17, 18)
Les typologies et les rles des canaux de distribution
Mise en place dune stratgie de distribution
Le marketing des distributeurs
Anticipations : e-marketing et exprience sur lespace de vente
Sance 9 Accompagner loffre : la communication (Chapitres 19, 20)
Mise en place de la stratgie de communication
La communication "above-the-line" : la publicit
La communication "below-the-line" : les vnements, les relations publiques, la promotion
Anticipations : la communication non conventionnelle

5. English classes: Match textbook-online topics

Class 1 Marketing now and then ("Marketing Management" Chapters 1, 2)
Definitions, paradigms, stereotypes, and risks of marketing
Stages of the marketing process
The marketing plan
Outlook: current marketing trends
Class 2 Buying Behavior (Chapters 5, 6)
The individual [private] customer: "B2C marketing"
The industrial customer: " B2B marketing"
Factors that influence customers buying behavior
Outlook: beyond purchase and the B2B/B2C dyads
Class 3 Analytical marketing ("Market Intelligence" Chapters 3, 4)
Forecasting market demand
Stages of a market research project
Classification of market research studies: quantitative versus qualitative; exploratory versus descriptive
versus causal
Types of data: in-house versus external; primary versus secondary; panel versus ad hoc
Outlook: current trends in market research
Class 4 Strategic marketing: Key strategic decisions (Chapters 7)
Segmentation
Targeting
Positioning: competitive and perceived positioning
Measuring competitive results: the market share
Outlook: porosity of market segments and segmentation via personas
Class 5 Strategic marketing: Marketing and sustainability (Chapter 20)
Defining sustainability in marketing
Identifying the social implications of marketing
Implementing a sustainable marketing strategy
Outlook: green-washing and total sustainable marketing
Class 6 The offer: product and brand (Chapters 8)
Levels of the product
Product life cycle
Specificities of services
The intangible value of the brand
Outlook: the brand economy era
Class 7 The offer: value and price (Chapters 10, 11)
Customer perceived value
Customer satisfaction
Criteria to set the price
Outlook: value-based pricing
Class 8 Accompanying the offer: logistics and distribution channels (Chapters 12, 13)
Types and functions of distribution channels
Setting a distribution strategy
Retailing marketing
Outlook: e-marketing and store experience
Class 9 Accompanying the offer: communication (Chapters 14, 15)
Developing a communication strategy
"Above-the-line" communication: advertising
"Below-the-line" communication: events, public relations, and promotions
Outlook: non-conventional communication