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Master of Science in Marketing Management

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Module 1 : Marketing Management : A Decision Making Approach

OBJECTIVES

To understand key concepts and measurements having an impact on brand performance.

To increase skills in marketing research and information analysis.

To learn how to analyse markets and brand performances based on panel data

To develop the ability to apply marketing skills to practical business situations.

 

DESCRIPTION

The course is organized around lectures and case studies aimed at understanding market analysis, performance measurements and market research results. Analysis of data and prominently of panel data will enable participants to better understand consumer behavior, competitive situations and brand performances. Case studies will enable both applying the concepts and analytical skills and recommending a marketing strategy for the brand.

 

Written by NIKKI HARLE
Date of update July 18, 2008

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Concentration Courses


Marketing Management : A Decision Making Approach
Market analysis, performance measurements and market research results



Services Marketing
Service policies, managing quality, pricing policy, setting-up networks...


Marketing Research
Qualitative and quantitative marketing research, case studies...


Customer Equity
Customer loyalty programmes, customer relationship management, data-mining, marketing one-to-one...


B2B Marketing
Organizations as customers, professional markets, key account management...


Brand Equity
Brand management territory, brand personality, product mix, brand security...


E-Commerce and Hi Tech Marketing
On line buying studies, technical approaches, data bases, virtual consumers...


Advertising Management
Advertising strategy, media decisions, advertising evaluation, ethical issues...


Marketing Planning
Concept of business mission, nature of marketing audit, components of core strategy...
 

Luxury Brands Management
Luxury market, buying and consumers, distribution and marketing of luxury products...
Programmes : Theseus-EDHEC MBA - EDHEC Grande Ecole - Master in Management - MSc in Finance - MSc in Capital Markets - MSc in Corporate Finance - MSc in Risk and Asset Management - MSc in Management Control - MSc in Strategic Management - MSc in Marketing Management - Bachelor ESPEME - PhD in Finance
Executive Education : EDHEC Executive - Executive MBA - IMARISC - Cycle Supérieur de Management (CSM) - CEVE (BADGE CIF, Conseil en Investissements financiers) - Séminaires - Intras - EDHEC Asset Management Education
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