Syllabus overview (public)

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Programme Master in Management
Academic Year Academic Year 2023/2024
Module/course Code TMM09
Delivery location Berlin
Language English
Course type Elective courses 30h
Contact hours 30
Level 0 (year post baccalaureate)
Semester Spring
Module name Tailored Marketing - Managing Categories
Field (Discipline) Marketing


Module/course Summary

This course is among others designed for ESCP Europe
students who study within the MIM Program and MISM Program. The challenges for
marketers are almost the same in every industry: The marketplace is changing,
and customers are no longer responding to one-size-fits-all approaches.

Therefore this course focuses on a tailored marketing
approach. What does that mean? A tailored marketing approach involves marketing
distinct market offerings to distinct types of customers. It helps matching
specifities of the type of product or service to characteristics of the market
context and the customer segment.

We will cover the sectors and categories: Consumer
Marketing, Services Marketing, Luxury Marketing and Technology-based Marketing.
The basic objectives of this course are to provide students
with a broad knowledge to marketing categories, help them understand the
factors that influence  marketing
decisions, and focus attention on the vital role of marketing in today’s
economy. The specific objectives for student learning under this broad goal
  to develop a profound understanding of tailored
  •  to comprehend, create and apply marketing decisions
    based upon the combination of the marketing-mix,
  • to relate the impact of marketing and its integration
    with your own major field of interest in different industries
  • to provide students with a firm foundation in marketing
    theory and useful methods.