 | Study programme 2025-2026 | Français | |
| Marketing and socio-ecological transition | |||
Learning Activity |
| Code | Lecturer(s) | Associate Lecturer(s) | Subsitute Lecturer(s) et other(s) | Establishment |
|---|---|---|---|---|
| I-MANA-221 |
|
|
| Language of instruction | Language of assessment | HT(*) | HTPE(*) | HTPS(*) | HR(*) | HD(*) | Term |
|---|---|---|---|---|---|---|---|
| Français | Français | 18 | 18 | 0 | 0 | 0 | Q2 |
Content of Learning Activity
Social issues, ecological issues, climate issues, biodiversity issues.
Role of marketing, sustainable marketing, extended value, triple value.
Primary and secondary stakeholders, internal and external.
Role of customers (decision-makers, buyers, prescribers and users), user behaviour in relation to sustainable practices.
Sustainable marketing strategy, commitment and purpose.
Strategic marketing: segmentation, targeting, positioning.
Operational marketing (4P): sustainable offer, sustainable distribution, sustainable price, sustainable communication.
En sus de ces contenus, les apprenants sont amenés à connaître, comprendre et utiliser un Canevas de Marketing Durable, un canevas original développé pour l’AA.
Required Learning Resources/Tools
Des supports de travail (MOOC, fichies pdf, ppt, Excell) sont donnés aux étudiants en cours de quadrimestre
Recommended Learning Resources/Tools
MARKETING MANAGEMENT; Kotler, Keller, Manceau; PEARSON 2015.
Marketing Durable; S. Dekhili, A. Merle, A. Ochs; PEARSON 2021.
Other Recommended Reading
Not applicable
Mode of delivery
- Hybrid
Type of Teaching Activity/Activities
- Cours magistraux
- Conférences
- Etudes de cas
Evaluations
The assessment methods of the Learning Activity (AA) are specified in the course description of the corresponding Educational Component (UE)
Location of learning activity
- Université de Mons - Mons
Location of assessment
- Université de Mons - Mons