The course "Advanced Topics in Marketing" aims to immerse students in crucial specialized areas for a comprehensive understanding of contemporary marketing strategies. The first component, "Adaptation Marketing," seeks to acquaint students with flexible strategies necessary to adapt to dynamic and ever-evolving markets. The second, "Behavioral and Neuromarketing," will explore the psychological and neuroscientific aspects of consumer behavior, enabling students to understand how purchasing decisions are influenced. The "Luxury Marketing" segment will delve into the exclusive world of luxury brands, focusing on specific strategies and attributes that define this unique market segment. Lastly, the fourth component, "Multi and Omnichannel Marketing," will address the challenges and opportunities related to managing marketing campaigns across multiple channels, thereby training students to orchestrate consistent experiences for consumers across various touchpoints. By combining these four components, the course aims to provide advanced expertise to shape the marketing professionals of tomorrow.

Temps présentiel : 15 heures

Charge de travail étudiant : 50 heures

Méthode(s) d'évaluation : Etude de cas, Exposé oral, Projets