CFVG European Excellence in Management Education|MMSS

Master in Marketing Sales & Services

Cours principaux

Semester 1 (October/March )

Developing marketing management

  • Trace the development of marketing as a way of doing business
  • Define and analyze the marketing environment and the influence of a market economy
  • Understand the scope of tasks undertaken in marketing
  • Develop an overview of the factors of globalization
  • Appreciate the implications of marketing organisation

Markstrat: Business game based on consumer behaviour
and managerial Practices

The simulation game places students in the position of managers who must:

  • Define a marketing strategy and then implement it in a competitive context
  • Make a series of business decisions concerning production, price, advertising, sales management and research projects
  • Use a number of decision-making tools such as maps, graphs, performance charts, data bases and so on.

Consumer behavior

Theories behind consumer behavior, and the marketing implications
of these theories including:

  • Consumer motivation and understanding:
  • Elements of the psychological core of consumer behavior in terms of consumer motivation and understanding.
  • Consumer Attitudes :
  • How consumers collect knowledge and how they form attitudes
  • The decision-making process:
  • The hierarchy of effects, problem recognition and information search and an overview of decision models etc.
  • Consumer culture & outcomes:
  • Social influences, normative influence, personal value structure etc.

Specific marketing

Business to business marketing management and networking approach

  • Introduction to Services marketing management
  • The services production process
  • The Consumer satisfaction process
  • The specificity of Internet marketing
  • The users Internet classification
  • Digital advertising
  • Typical uses of e-mail and spam (viral marketing and buzz)
  • Wireless marketing (m-marketing) as a new marketing tool

Marketing intelligence

How to improve qualitative and quantitative studies, to build data-mining

  • Defining Marketing Intelligence
  • Understanding of the marketing research process
  • Outlining the sources of information (primary and secondary data)
  • Developing market research tools (qualitative and quantitative studies)

Specific marketing

Services and the e-Business approach

  • Introduction to the business-to-business activity today
  • The buying decision-making process
  • Relationship management practices
  • Relationship marketing and sales (long-lasting buyer-seller relationship)
  • Preparation of bids
  • Sales-purchasing interface

Retailing and supply chain organization

This course aims at helping students to better understand the strategic marketing issues for retailing and commercial distribution open to local and international competition. The course includes the specific approach of supply chain organisation as a strategic marketing factor.

Study Trip in France

Semester 2 (April/September )

Promoting and advertising

  • Advertising and its role within the promotional mix
  • The role played by advertising agencies
  • The stages in developing an advertising campaign and formulating messages
  • Sales promotion and its role in the communication mix
  • Manufacturer and business promotion
  • Consumer sales promotion

Business negotiations

The main topics of this course are:

  • To present the students with a set of negotiating skills and techniques to enable them to put them into practice in a local or inter-cultural context.
  • To present the students with a framework for business-to-business process analysis, which will enable them to better understand and deal with the specific particularities that can affect local and international negotiating styles.
  • To train the students in negotiating skills and different styles of verbal and non-verbal communication.

Brand management and building strong brands

  • Introduction to brand management and brand elements
  • The customer brand equity and brand as a corporate asset
  • Roles of the brands and brand identity planning and positioning
  • Brand revitalization
  • Corporate branding issues
  • Gaining competitive advantage through brand and line extensions
  • Establishing a brand portfolio
  • International branding: multinational brands, local brands
  • Understanding cultural issues

Pricing tactics: cost-based procedures versus value-pricing

  • The understanding of meaning of price (sensitive and non-sensitive markets)
  • The different role of prices for buyer and sellers
  • The services and the pricing strategies and tactics (yield management and low cost approaches)
  • The mass market and the pricing strategies and tactics (promotion and price setting)

Innovations and new products decisions

  • The innovation process and the reasons of new product development
  • The various types of newness and the marketing implications of each
  • The stages in the new product development process and launch (from idea generation to monitoring and evaluation)
  • The evaluation of failure or success

Sales organisation and management

  • Presentation of the fundamentals of organisational structure
  • Description of the different management styles and organisation
  • The designing and implementing process of the sales organisation
  • Sales force motivation
  • Sales force control

The marketing plan

Efficiency and control

  • Role of the marketing plan
  • Preparation of strategic marketing plan (analysis, objectives and market strategy)
  • Marketing mix and action plans (specific details of the marketing mix implementation, including accountability, timelines)
  • Budgets (revenue expectations and marketing expenditures)
  • Implementation and monitoring
  • Control
  • Handling a project, built upon concrete business issues demonstrating the expertise gained in the program

October /January

The Consultancy Project

Also in the MMSS program:
Focus Hours