[{"command":"insert","method":null,"selector":".course-modal-ajax-placeholder-969209","data":"\u003Cdiv class=\u0022container content-rte\u0022\u003E\n  \u003Cdiv class=\u0022row\u0022\u003E\n    \u003Cdiv class=\u0022box col-md-6 bg-primary text-white\u0022\u003E\n      \u003Ch2 class=\u0022h1 text-left\u0022\u003E  UE 4 - Strat\u00e9gie marketing des entreprises de service\n\u003C\/h2\u003E\n                  \u003Cdiv class=\u0022field-spacing\u0022\u003E\n        \u003Cdiv class=\u0022field__label h3 dash\u0022\u003EECTS :\n          2\n        \u003C\/div\u003E\n      \u003C\/div\u003E\n                  \u003Cdiv class=\u0022field-spacing\u0022\u003E\n        \u003Cdiv class=\u0022field__label h3 dash\u0022\u003ESemestre calendaire :\n          Annualized\n        \u003C\/div\u003E\n      \u003C\/div\u003E\n            \u003Cdiv class=\u0022field-spacing\u0022\u003E\n      \u003Cdiv class=\u0022field__label h3 dash\u0022\u003ED\u00e9tail du volume horaire\u003C\/div\u003E\n                        \u003Cdiv class=\u0022mt-5 text-justify\u0022\u003E\n                          \u003Cspan class=\u0022field__label h4 mt-5 \u0022\u003ECours magistraux :\u003C\/span\u003E\n                                      \u003Cspan\u003E20\u003C\/span\u003E\n                      \u003C\/div\u003E\n                                                                                        \u003C\/div\u003E\n        \u003Cdiv class=\u0022field-spacing\u0022\u003E\n      \u003Cdiv class=\u0022field__label h3 dash\u0022\u003ELangue d\u0026#039;enseignement\u003C\/div\u003E\n                        \u003Cdiv class=\u0022mt-5 text-justify\u0022\u003E\n                                      \u003Cspan\u003EFran\u00e7ais\u003C\/span\u003E\n                      \u003C\/div\u003E\n                  \u003C\/div\u003E\n        \u003Cdiv class=\u0022field-spacing\u0022\u003E\n      \u003Cdiv class=\u0022field__label h3 dash\u0022\u003EEnseignement \u00e0 distance\u003C\/div\u003E\n                        \u003Cdiv class=\u0022mt-5 text-justify\u0022\u003E\n                                      \u003Cspan\u003Enon\u003C\/span\u003E\n                      \u003C\/div\u003E\n                  \u003C\/div\u003E\n      \u003C\/div\u003E\n    \u003Cdiv class=\u0022box col-md-6\u0022\u003E\n            \u003Cdiv class=\u0022field-spacing\u0022\u003E\n      \u003Cdiv class=\u0022field__label h3 dash\u0022\u003EPr\u00e9requis\u003C\/div\u003E\n                        \u003Cdiv class=\u0022mt-5 text-justify\u0022\u003E\n                                      \u003Cspan\u003E\u003Cp\u003EConnaissances en marketing\u003C\/p\u003E\u003C\/span\u003E\n                      \u003C\/div\u003E\n                  \u003C\/div\u003E\n        \u003Cdiv class=\u0022field-spacing\u0022\u003E\n      \u003Cdiv class=\u0022field__label h3 dash\u0022\u003EProgramme \/ plan \/ contenus\u003C\/div\u003E\n                        \u003Cdiv class=\u0022mt-5 text-justify\u0022\u003E\n                                      \u003Cspan\u003E\u003Cp\u003ECe cours vise \u00e0 d\u00e9velopper des comp\u00e9tences d\u2019analyse de la strat\u00e9gie marketing des entreprises dans le domaine des services afin de bien\u0026nbsp; en appr\u00e9hender les sp\u00e9cificit\u00e9s et les enjeux.\u003C\/p\u003E\u003C\/span\u003E\n                      \u003C\/div\u003E\n                  \u003C\/div\u003E\n        \u003Cdiv class=\u0022field-spacing\u0022\u003E\n      \u003Cdiv class=\u0022field__label h3 dash\u0022\u003EObjectifs d\u0026#039;apprentissage\u003C\/div\u003E\n                        \u003Cdiv class=\u0022mt-5 text-justify\u0022\u003E\n                                      \u003Cspan\u003E\u003Cul\u003E\n\u003Cli\u003ECapacit\u00e9 \u00e0 appr\u00e9hender la sp\u00e9cificit\u00e9s du marketing des entreprises de services\u0026nbsp;\u003C\/li\u003E\n\u003Cli\u003ECapacit\u00e9\u0026nbsp; \u00e0 comprendre les notions cl\u00e9s du marketing des services ;\u0026nbsp;\u003C\/li\u003E\n\u003Cli\u003ECapacit\u00e9 \u00e0 \u00e9laborer un diagnostic complet de la strat\u00e9gie marketing d\u2019un secteur ou d\u2019une entreprise (marketing serviciel)\u003C\/li\u003E\n\u003C\/ul\u003E\u003C\/span\u003E\n                      \u003C\/div\u003E\n                  \u003C\/div\u003E\n        \u003Cdiv class=\u0022field-spacing\u0022\u003E\n      \u003Cdiv class=\u0022field__label h3 dash\u0022\u003EOrganisation g\u00e9n\u00e9rale et modalit\u00e9s p\u00e9dagogiques\u003C\/div\u003E\n                        \u003Cdiv class=\u0022mt-5 text-justify\u0022\u003E\n                                      \u003Cspan\u003E\u003Cp\u003ELe cours est bas\u00e9 sur de nombreux exemples des principaux secteurs d\u2019activit\u00e9 relatifs \u00e0 la prestation de services (restauration, banques, location, voyagistes et hostellerie). Les \u00e9tudiants doivent r\u00e9aliser plusieurs \u00e9tudes de cas ainsi qu\u0027un dossier relatif \u00e0 la strat\u00e9gie marketing d\u0027une entreprise du secteur des services.\u003C\/p\u003E\u003C\/span\u003E\n                      \u003C\/div\u003E\n                  \u003C\/div\u003E\n                \u003Cdiv class=\u0022field-spacing\u0022\u003E\n      \u003Cdiv class=\u0022field__label h3 dash\u0022\u003EComp\u00e9tences\u003C\/div\u003E\n                        \u003Cdiv class=\u0022mt-5 text-justify\u0022\u003E\n                                      \u003Cspan\u003E\u003Cp\u003ELe cours vise \u00e0 faire acqu\u00e9rir les comp\u00e9tences suivantes :\u003C\/p\u003E\n\u003Cul\u003E\n\u003Cli\u003ECapacit\u00e9 \u00e0 appr\u00e9hender la sp\u00e9cificit\u00e9s du marketing des entreprises de services ( mod\u00e8le de cr\u00e9ation de valeur, de promesse de service, blue print, fixation des prix, strat\u00e9gie multicanal de distribution)\u003C\/li\u003E\n\u003Cli\u003ECapacit\u00e9\u0026nbsp; \u00e0 comprendre les notions cl\u00e9s (servisc\u00e8ne, th\u00e9\u00e2tralisation de l\u2019offre de service, notion de servuction, empowerment, exp\u00e9rience client, etc.)\u003C\/li\u003E\n\u003Cli\u003ECapacit\u00e9 \u00e0 \u00e9laborer un diagnostic complet de la strat\u00e9gie marketing d\u2019un secteur ou d\u2019une entreprise (marketing serviciel)\u003C\/li\u003E\n\u003C\/ul\u003E\u003C\/span\u003E\n                      \u003C\/div\u003E\n                  \u003C\/div\u003E\n        \u003Cdiv class=\u0022field-spacing\u0022\u003E\n      \u003Cdiv class=\u0022field__label h3 dash\u0022\u003EBibliographie\u003C\/div\u003E\n                        \u003Cdiv class=\u0022mt-5 text-justify\u0022\u003E\n                                      \u003Cspan\u003E\u003Cul\u003E\n\u003Cli\u003E\u003Cem\u003EMarketing Management, Alexander Chernev et al., Pearson ad. \u0026nbsp;2025\u003C\/em\u003E\u003C\/li\u003E\n\u003Cli\u003E\u003Cem\u003EMarketing des services\u003C\/em\u003E (Gabriel, Divard, Le Gall-Ely, Prim-Allaz), Dunod\u003C\/li\u003E\n\u003Cli\u003E\u003Cem\u003EExp\u00e9rience de consommation et Marketing exp\u00e9rientiel,\u003C\/em\u003E Revue fran\u00e7aise de gestion\u003C\/li\u003E\n\u003Cli\u003E\u003Cem\u003ELe mixed price building\u003C\/em\u003E (Lambey) Archives ouvertes\u003C\/li\u003E\n\u003Cli\u003E\u003Cem\u003EPrincipes de Marketing\u003C\/em\u003E (Kottler) Pearson\u003C\/li\u003E\n\u003Cli\u003E\u003Cem\u003EMarketing des services\u003C\/em\u003E (Lovelock), Pearson\u003C\/li\u003E\n\u003C\/ul\u003E\u003C\/span\u003E\n                      \u003C\/div\u003E\n                  \u003C\/div\u003E\n        \u003Cdiv class=\u0022field-spacing\u0022\u003E\n      \u003Cdiv class=\u0022field__label h3 dash\u0022\u003ENature de l\u0026#039;\u00e9valuation\u003C\/div\u003E\n                        \u003Cdiv class=\u0022mt-5 text-justify\u0022\u003E\n                                      \u003Cspan\u003EEvaluation Continue Int\u00e9grale\u003C\/span\u003E\n                      \u003C\/div\u003E\n                  \u003C\/div\u003E\n      \u003C\/div\u003E\n  \u003C\/div\u003E\n\u003C\/div\u003E\n","settings":null}]