Marketing Fundamentals

The Marketing Fundamentals programme provides the essential foundations of marketing and helps learners understand how value is created for companies.

It develops a strategic view of marketing by integrating market analysis, consumer behaviour and commercial actions.

This module is an indispensable foundation for BTS, DCG and DSCG students, as well as for anyone wishing to understand the challenges of marketing in a competitive and digitalised environment.

• Understand the fundamental concepts of marketing
• Analyse a market and its environment
• Identify consumer needs
• Build a relevant offering
• Implement a marketing strategy
• Contribute to the commercial development of a company

• Market analysis
• Understanding of consumer behaviour
• Developing a marketing strategy
• Building a commercial offering
• Use of marketing tools
• Performance analysis

• Introduction to marketing
• Environmental analysis (micro and macro)
• Consumer behaviour
• Segmentation, targeting and positioning
• The marketing mix (product, price, distribution, communication)
• Marketing strategy
• Digital marketing (overview)
• Marketing performance indicators
• Case studies and methodology

• BTS students (MCO, NDRC, GPME, etc.)
• DCG / DSCG students
• Individuals undergoing professional retraining
• Employees wishing to develop marketing skills

• Bac level recommended
• Interest in commerce and management
• No prior marketing knowledge required

• Theoretical and practical lessons
• Marketing case studies
• Application exercises
• Tutorials
• Role-play simulations
• Individual coaching

• Case studies
• Multiple-choice tests
• Practical exercises
• Role-play simulations
• Continuous assessment

• Acquisition of marketing skills
• Preparation for BTS / DCG examinations
• Development of commercial skills

• BTS MCO / NDRC
• DCG
• DSCG
• Programmes in marketing, commerce or management

This programme is accessible to people with disabilities. Reasonable adjustments can be offered according to needs, in coordination with the Fortitude Academy disability officer.

• Programme aligned with the BTS / DCG / DSCG frameworks
• Concrete, market-oriented approach
• Real-life case studies
• Methodology tailored to examinations
• Personalised support