Operational Marketing

B1 S2 – Introduction
Same ground rules as on semester 1

1. Be timely to class When a class has started, the door

is closed. You are not supposed to join anymore !

2. Study the class content regularly throughout the

semester you will be assessed on each session

3. Pay attention, be positive, take an active part in

class discussions, ban your mobile phone…
marketing is an inviting field !

Operational Marketing B1S2 - Introduction 2

 Module content

Module Introduction (1,5hr)

The 4 components of Operational Marketing
Product Ø 3 sessions of 1.5hr
Ø Pedagogical methods = Lecture + Exercises
Ø Individual assessment (MCQ) + Group assessment (creativity session)

Pricing Ø 3 sessions of 1.5hr

Ø Pedagogical methods = Lecture + Exercises
Ø Individual assessment (MCQ)

Distribution Ø 2 sessions of 1.5hr

Ø Pedagogical methods = Lecture + Exercises
Ø Group assessment (writing a glossary)

In-class continuous assessment over the first 3 components (1.5hr)

Communication Ø 3 sessions of 1.5hr
Ø Pedagogical methods = Lecture + Exercises
Ø Individual assessment (MCQ)

Communication Projet
Group Project Ø 3 sessions of 1.5hr
Ø Pedagogical methods = Study Case
Ø Group assessment
Preparing the final exam: Cross-knowledge module on C@mpus

Operational Marketing B1S2 - Introduction 3

Assessment

How you will be assessed

Individual assessment = MCQ + continuous 45 points

assessment
Continuous
assessment
= Group assessment = Creativity session + Glossary 45 points
a grade/20 + Communication Project
(40% of the final
grade)

Exam -one exam in April

=
a grade/20 -a repeat exam if your grade is below 10 length = 2hrs
(60% of the final
grade)

Important : if you are missing any assessment, you will

automatically get the grade 0 on that assignment
Marketing Fondamental B1S1 - Introduction 5
 Reminder about the general marketing approach

Survey Strategic Operational

Marketing Marketing Marketing

Analysing Deciding Acting

/Diagnosing /Choosing /Planning

Your market Action plan

Your objectives =
Your competitors
Your strategy Marketing Mix
Your consumers
(Product/Prix/Place/Promotion)

Operational Marketing B1S2 - Introduction 6

What is the marketing mix ?

Neil Borden, Harvard marketing professor, coined the phrase “marketing mix” .

But in 1960, in his book called Basic Marketing, Jerome Mc Carthy offered to
define the 4 action drivers grouped under the "4 Ps” expression

• Product
• Price
• Place
• Promotion

As a set of consistent and controllable marketing actions used to create value for
consumers and thus sell

Operational Marketing B1S2 - Introduction 7

The key role of marketing positioning

The elements on the

marketing mix must be
consistent with the
marketing positioning the
company selected, and
enable to root the brand
imagery in consumer's
minds

Operational Marketing B1S2 - Introduction 8

Group Exercise

Prepare 3 ppt slides that you will upload onto C@mpus and prepare to present
orally.

1. Select a brand, briefly explain its history and why you selected it

2. Write its marketing positioning using the three dimensions on semester 1

3. Show to what extent its marketing mix (Product/ Price/Place/Promotion)

is consistent with its marketing positioning.

Operational Marketing B1S2 - Introduction 9

INSPIRING EDUCATION INSPIRING LIFE
TOULOUSE • PARIS • BARCELONA • CASABLANCA • LONDON