IAE's network
67-743: IAE Paris Sorbonne Business School (also known in French as IAE Paris , short for Institut d'administration des entreprises de Paris ) is a public business school , part of the University of Paris 1 Panthéon-Sorbonne in Paris , France . It is part of the IAE network. Located in Paris , IAE Paris Sorbonne Business School welcomes over 2,800 students each year and has graduated more than 39,000 managers and executives since its inception in 1956. These graduates occupy positions of responsibility across all sectors of
134-480: A bachelor's degree is tuition-free at public intuitions in several countries: Austria , Cyprus , Czech Republic , Denmark , Estonia , Finland , Germany , Greece , Malta , Montenegro , Norway , Poland , Scotland , Slovakia , Slovenia , Sweden , Turkey . In the German education system , most universities do not charge tuition, except for some executive MBA programs. French tuition fees are capped based on
201-619: A business or organization. Any company that sells products or services to other businesses or organizations (vs. consumers) typically uses B2B marketing strategies. The 7 P's of B2B marketing are: product, price, place, promotion, people, process, and physical evidence. Some of the trends in B2B marketing include content such as podcasts, videos, and social media marketing campaigns. Examples of products sold through B2B marketing include: The four major categories of B2B product purchasers are: Business-to-consumer marketing, or B2C marketing, refers to
268-513: A community colleges, charge $ 3,730 (€3,154) on average for in-state students, but these institutions usually do not offer Bachelors or MBA degrees. Private institutions in the United States all charge tuition, often considerably more than their public counterparts. Marketing Marketing is the act of satisfying and retaining customers . It is one of the primary components of business management and commerce . Marketing
335-498: A competitive advantage". For instance, the Chartered Institute of Marketing defines marketing from a customer-centric perspective, focusing on "the management process responsible for identifying, anticipating and satisfying customer requirements profitably". In the past, marketing practice tended to be seen as a creative industry, which included advertising , distribution and selling , and even today many parts of
402-488: A concrete process that can be followed to create a marketing plan . The "marketing concept" proposes that to complete its organizational objectives, an organization should anticipate the needs and wants of potential consumers and satisfy them more effectively than its competitors. This concept originated from Adam Smith 's book The Wealth of Nations but would not become widely used until nearly 200 years later. Marketing and Marketing Concepts are directly related. Given
469-677: A defined number of ECTS credits. Grande école business schools are elite academic institutions that admit students through an extremely competitive process, and the PGE ( Programme Grande École ) ends with the degree of Master in Management (MiM). Some business schools structure their teaching around the use of case studies (i.e. the case method ). Case studies have been used in graduate and undergraduate business education for nearly one hundred years. Business cases are historical descriptions of actual business situations. Typically, information
536-408: A managerial approach that covered analysis , consumer behavior , market research , market segmentation , and planning . Phillip Kotler , popularised this approach and helped spread the 4 Ps model. McCarthy's 4 Ps have been widely adopted by both marketing academics and practitioners. One of the limitations of the 4Ps approach is its emphasis on an inside-out view. An inside-out approach
603-412: A market. In addition, a great deal of advertising and promotion is designed to show how a given product's benefits meet the customer's needs, wants or expectations in a unique way. The two major segments of marketing are business-to-business (B2B) marketing and business-to-consumer (B2C) marketing. B2B (business-to-business) marketing refers to any marketing strategy or content that is geared towards
670-657: A model-building perspective, the 4 Ps has attracted a number of criticisms. Well-designed models should exhibit clearly defined categories that are mutually exclusive, with no overlap. Yet, the 4 Ps model has extensive overlapping problems. Several authors stress the hybrid nature of the fourth P, mentioning the presence of two important dimensions, "communication" (general and informative communications such as public relations and corporate communications) and "promotion" (persuasive communications such as advertising and direct selling). Certain marketing activities, such as personal selling, may be classified as either promotion or as part of
737-416: A more consumer-orientated version of the 4 Ps that attempts to better fit the movement from mass marketing to niche marketing . Consumer (or client) The consumer refers to the person or group that will acquire the product. This aspect of the model focuses on fulfilling the wants or needs of the consumer. Cost Cost refers to what is exchanged in return for the product. Cost mainly consists of
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#1732772888049804-479: A multiplicity of new markets. Market segmentation can be defined in terms of the STP acronym, meaning Segmentation, Targeting, and Positioning . Segmentation involves the initial splitting up of consumers into persons of like needs/wants/tastes. Commonly used criteria include: Once a segment has been identified to target, a firm must ascertain whether the segment is beneficial for them to service. The DAMP acronym
871-541: A premium rate for MBAs. All private and autonomous institutions in Europe charge tuition. In the United States, most public college and universities charge tuition. According to the CollegeBoard, the average cost for an out-of-state, or international student, to attend a public four year university in 2020 was $ 38,330 (€32,409), while the average in-state cost was $ 21,950 (€18,559). Two year public universities, such as
938-432: A section to the marketing mix. The 4Ps refers to four broad categories of marketing decisions, namely: product , price , promotion , and place . The origins of the 4 Ps can be traced to the late 1940s. The first known mention has been attributed to a Professor of Marketing at Harvard University, James Culliton. The 4 Ps, in its modern form, was first proposed in 1960 by E. Jerome McCarthy; who presented them within
1005-413: A specialized bachelor's degree in retail commerce. Admission into IAE is highly selective, requiring not only good academic records but also a specific entrance test score (Score IAE-Message) covering logical reasoning, French, English, and general knowledge. IAE looks for candidates who value merit and public interest, emphasizing sincerity over calculated interests. Education for working professionals
1072-564: A specialized higher studies diploma (DESS) in 1974 and then into a professional Master's in Business Administration (MAE) in 2006. IAE Paris's primary mission was to train professionals in management. It was one of the three French institutions, along with HEC (HEC's Executive MBA program) and INSEAD , specialized in delivering an equivalent to the Harvard MBA. Since its inception, IAE's education has been centered on
1139-416: A specific type of food (e.g. Got Milk? ), food from a specific area, or a city or region as a tourism destination. Market orientations are philosophies concerning the factors that should go into market planning. The marketing mix, which outlines the specifics of the product and how it will be sold, including the channels that will be used to advertise the product, is affected by the environment surrounding
1206-422: Is a higher education institution or professional school that teaches courses leading to degrees in business administration or management . A business school may also be referred to as school of management , management school , school of business administration , college of business , or colloquially b-school or biz school . A business school offers comprehensive education in various disciplines related to
1273-490: Is a subset of marketing research. (Avoiding the word consumer, which shows up in both, market research is about distribution, while marketing research encompasses distribution, advertising effectiveness, and salesforce effectiveness). The stages of research include: Well-known academic journals in the field of marketing with the best rating in VHB-Jourqual and Academic Journal Guide, an impact factor of more than 5 in
1340-422: Is conducted for two main purposes: better allocation of a firm's finite resources and to better serve the more diversified tastes of contemporary consumers. A firm only possesses a certain amount of resources. Thus, it must make choices (and appreciate the related costs) in servicing specific groups of consumers. Moreover, with more diversity in the tastes of modern consumers, firms are noting the benefit of servicing
1407-420: Is diametrically opposed to the popular concept of B2C or Business- to- Consumer where the companies make goods and services available to the end consumers. In this type of business model, businesses profit from consumers' willingness to name their own price or contribute data or marketing to the company, while consumers benefit from flexibility, direct payment, or free or reduced-price products and services. One of
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#17327728880491474-424: Is offered in various formats, with varying degrees of international exposure, full-time or part-time. Research is a fundamental aspect of IAE Paris Sorbonne Business School, embedded in its academic DNA. The institution engages in pure management research or interdisciplinary studies, including economics. Students are encouraged to undertake theses with a strong academic dimension, fostering a critical perspective and
1541-609: Is part of G16+, a club that brings together career services leaders from 23 of France's most prestigious schools, including HEC Paris , INSEAD , ESSEC , EDHEC , EM Lyon, ESCP, Polytechnique (X), École Centrale Paris, ESTP, ENSAM, SUPAERO SUPELEC, ENA, Sciences Po Paris, and École normale supérieure de Paris Ulm. IAE Paris alumni are organized under the IAE Paris Alumni association. Currently, there are over 39,000 graduates working in companies worldwide. Notable alumni include: Business school A business school
1608-536: Is presented about a business firm's products, markets, competition, financial structure, sales volumes, management, employees and other factors influencing the firm's success. The length of a business case study may range from two or three pages to 30 pages, or more. Students are expected to scrutinize the case study and prepare to discuss strategies and tactics that the firm should employ in the future. Three different methods have been used in business case teaching: When Harvard Business School started operating in 1908,
1675-502: Is the Tepper School of Business at Carnegie Mellon University . The goal is to provide students a set of tools that will prepare them to tackle and solve problems. Another important approach used in business school is the use of business games that are used in different disciplines such as business, economics, management, etc. Some colleges are blending many of these approaches throughout their degree programs, and even blending
1742-450: Is the institute's historical mission. Continuing education students still represent two-thirds of the student body. They can choose from generalist MBA (MAE) and specialized (Executive Masters) programs. The MBA is a generalist diploma in management, aimed at executives with at least three to five years of experience. It enables professionals to acquire dual competency in management and the necessary leadership for executive roles. The MBA-MAE
1809-401: Is the traditional planning approach where the organization identifies its desired goals and objectives, which are often based around what has always been done. Marketing's task then becomes one of "selling" the organization's products and messages to the "outside" or external stakeholders. In contrast, an outside-in approach first seeks to understand the needs and wants of the consumer. From
1876-531: Is typically conducted by the seller, typically a retailer or manufacturer. Products can be marketed to other businesses ( B2B ) or directly to consumers ( B2C ). Sometimes tasks are contracted to dedicated marketing firms, like a media , market research , or advertising agency . Sometimes, a trade association or government agency (such as the Agricultural Marketing Service ) advertises on behalf of an entire industry or locality, often
1943-410: Is used as criteria to gauge the viability of a target market. The elements of DAMP are: The next step in the targeting process is the level of differentiation involved in a segment serving. Three modes of differentiation exist, which are commonly applied by firms. These are: Positioning concerns how to position a product in the minds of consumers and inform what attributes differentiate it from
2010-572: The Bologna Process in order to facilitate international mobility: bachelor's , master's and doctorates . The details of how degrees are organized vary between countries and institutions, but in terms of ECTS credits , where 60 credits represents a full academic year's work, a bachelor's degree typically requires 180–240 credits and a master's degree 90–120 credits. In France, those levels of study include various "parcours" or paths based on UE ( unités d'enseignement or modules), each worth
2077-654: The Social Sciences Citation Index and an h-index of more than 130 in the SCImago Journal Rank are These are also designated as Premier AMA Journals by the American Marketing Association. Market segmentation consists of taking the total heterogeneous market for a product and dividing it into several sub-markets or segments, each of which tends to be homogeneous in all significant aspects. The process
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2144-515: The sales process engineering perspective, defines marketing as "a set of processes that are interconnected and interdependent with other functions of a business aimed at achieving customer interest and satisfaction". Some definitions of marketing highlight marketing's ability to produce value to shareholders of the firm as well. In this context, marketing can be defined as "the management process that seeks to maximise returns to shareholders by developing relationships with valued customers and creating
2211-562: The CFDT and Pôle emploi. This chair, directed by Éric Lamarque , is a partnership with Groupe BPCE and focuses on research related to the management and governance of financial cooperatives, aiming to contribute to the sector's development. This multidisciplinary team researches risk, emphasizing the systemic, global, and complex nature of risks today. It examines risk perception and the adaptation of organizational processes in uncertain and complex environments. IAE Paris Sorbonne Business School
2278-718: The United States: ACBSP , AACSB , and the IACBE . In Europe , the EQUIS business school accreditation system is run by the EFMD , which sometimes applies the more narrow EPAS label to specific courses. The AMBA accredits MBA programmes and other post-graduate business programmes in 75 countries; its sister organisation the Business Graduates Association (BGA), accredits business schools, based on
2345-540: The ability to engage with scholarly debates and scientific reasoning. This approach aims to instill a culture of critical inquiry and skepticism towards management practices. IAE Paris Sorbonne Business School houses 7 research chairs involved in societal subjects linked to management, whether on public-private partnerships, alternative financing of the agricultural sector, the governance of financial cooperatives, changes in companies, transformation territories, risk management or brand. Established in 2009, this chair examines
2412-423: The basis of "distinct needs, characteristics, or behaviors who might require separate products or marketing mixes." Needs-based segmentation (also known as benefit segmentation ) "places the customers' desires at the forefront of how a company designs and markets products or services." Although needs-based segmentation is difficult to do in practice, it has been proved to be one of the most effective ways to segment
2479-617: The broad spectrum of public-private partnerships, including concessions, partnership contracts, and public procurement. Directed by Stéphane Saussier, it collaborates with both public and private sector partners like CDC Habitat, Suez, Vinci, Artimon, and France Stratégie. This chair explores how to generate economic, social, and environmental value within territories. It investigates the effects of technological, ecological, and societal changes on urban development, smart cities, and entrepreneurship across different types of territories. Philippe Dessertine heads this chair, which focuses on addressing
2546-571: The case method, a core aspect of MBA teaching established by the Harvard Business School , which Gaston Berger introduced in France. The institute offers graduate and postgraduate diploma programs, mainly masters and MBAs in business administration, finance, management control, audit, marketing, human resources, and management of associations, as well as a PhD programs in management sciences. More recently, IAE Paris has introduced
2613-399: The case of services marketing . Other extensions have been found necessary in retail marketing, industrial marketing and internet marketing. In response to environmental and technological changes in marketing, as well as criticisms towards the 4Ps approach, the 4Cs has emerged as a modern marketing mix model. Robert F. Lauterborn proposed a 4 Cs classification in 1990. His classification is
2680-404: The centrality of customer needs, and wants in marketing, a rich understanding of these concepts is essential: Marketing research , conducted for the purpose of new product development or product improvement, is often concerned with identifying the consumer's unmet needs . Customer needs are central to market segmentation which is concerned with dividing markets into distinct groups of buyers on
2747-428: The competitor's products. A firm often performs this by producing a perceptual map, which denotes similar products produced in the same industry according to how consumers perceive their price and quality. From a product's placing on the map, a firm would tailor its marketing communications to meld with the product's perception among consumers and its position among competitors' offering. The promotional mix outlines how
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2814-408: The consumer to attain the product, thus making them more likely to do so. Communication Like "Promotion" in the 4Ps model, communication refers to how consumers find out about a product. Unlike promotion, communication not only refers to the one-way communication of advertising, but also the two-way communication available through social media. The term "marketing environment" relates to all of
2881-418: The controversy that surrounds the learning method. There are also several business schools which still rely on the lecture method to give students a basic business education. Lectures are generally given from the professor's point of view, and rarely require interaction from the students unless notetaking is required. Lecture as a method of teaching in business schools has been criticized by experts for reducing
2948-450: The definition of marketing has evolved over the years. The AMA reviews this definition and its definition for "marketing research" every three years. The interests of "society at large" were added into the definition in 2008. The development of the definition may be seen by comparing the 2008 definition with the AMA's 1935 version: "Marketing is the performance of business activities that direct
3015-419: The economy in France and internationally. Its educational programs, in both initial education and executive programs, cater to students, corporate executives and managers, and professionals in private practice. The school is currently led by Professor Eric Lamarque. IAE Paris Sorbonne Business School was founded in 1956 by Gaston Berger and Professor Robert Goetz. It is a public administrative institution under
3082-457: The factors (whether internal, external, direct or indirect) that affect a firm's marketing decision-making/planning. A firm's marketing environment consists of three main areas, which are: Marketing research is a systematic process of analyzing data that involves conducting research to support marketing activities and the statistical interpretation of data into information. This information is then used by managers to plan marketing activities, gauge
3149-519: The faculty realized that there were no textbooks suitable for a graduate program in business. Their first solution to this problem involved interviewing leading practitioners of business and writing detailed accounts of what these managers were doing, based partly on the case method already in use at Harvard Law School . Of course, the professors could not present these cases as practices to be emulated, because there were no criteria available for determining what would succeed and what would not succeed. So
3216-667: The financial challenges and sustainability objectives of the agricultural sector amid budget constraints. Partners include Agro, InVivo, Saipol, Groupama, and Sodebo. Directed by Géraldine Michel, this research chair aims to enhance knowledge exchange on brand management challenges such as employer branding, responsible brands, and consumer-brand interactions on social media. It collaborates with partners across marketing , HR, strategy, finance, and legal sectors. The chair focuses on understanding societal changes and their impact on employment, skills, and work. It aims to identify and discuss social innovations, collaborating with organizations like
3283-723: The flow of goods, and services from producers to consumers". The newer definition highlights the increased prominence of other stakeholders in the new conception of marketing. Recent definitions of marketing place more emphasis on the consumer relationship, as opposed to a pure exchange process. For instance, prolific marketing author and educator, Philip Kotler has evolved his definition of marketing. In 1980, he defined marketing as "satisfying needs and wants through an exchange process", and in 2018 defined it as "the process by which companies engage customers, build strong customer relationships, and create customer value in order to capture value from customers in return". A related definition, from
3350-669: The impact they make on students, employers and the wider community and society, in terms of ethics and responsible management practices. Triple accreditation is used to indicate that a school has been accredited by these three bodies: AACSB, AMBA, and EQUIS. About 1% of business schools are triple-accredited. Each year, organizations and publications such as Bloomberg Businessweek (US), Corporate Knights (Canada), Eduniversal (France), Financial Times (UK) and Quacquarelli Symonds (UK) publish rankings of business schools and MBA programs that, while sometimes controversial in their methodologies, nevertheless can directly influence
3417-484: The incentive and individualism in the learning experience. In addition to teaching students, many business schools run Executive Education programs. These may be either open programs or company-specific programs. Executives may also acquire an MBA title in an Executive MBA program within university of business or from top ranked business schools. Many business schools seek close co-operation with business. There are three main accreditation agencies for business schools in
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#17327728880493484-574: The level of education pursued, from €183 (US $ 216) per year for undergraduate and up to €388 (US$ 459) for doctorates. Tuition fees in the United Kingdom were introduced in 1998 and are £9,250 annually for undergraduate courses for home students in England, with higher fees for students who are not domiciled in the UK. Postgraduate courses in the UK often have higher fees, and many universities charge
3551-415: The major benefit of this type of business model is that it offers a company a competitive advantage in the market. Customer to customer marketing or C2C marketing represents a market environment where one customer purchases goods from another customer using a third-party business or platform to facilitate the transaction. C2C companies are a new type of model that has emerged with e-commerce technology and
3618-506: The marketing environment. To overcome the deficiencies of the 4P model, some authors have suggested extensions or modifications to the original model. Extensions of the four P's are often included in cases such as services marketing where unique characteristics (i.e. intangibility, perishability, heterogeneity and the inseparability of production and consumption) warrant additional consideration factors. Other extensions include "people", "process", and "physical evidence" and are often applied in
3685-418: The marketing process (e.g. product design , art director , brand management , advertising, inbound marketing, copywriting etc.) involve the use of the creative arts. However, because marketing makes extensive use of social sciences , psychology , sociology , mathematics , economics , anthropology and neuroscience , the profession is now widely recognized as a science. Marketing science has developed
3752-561: The method of delivery for each of these approaches. A study from by Inside Higher Ed and the Babson Survey Research Group shows that there is still disagreement as to the effectiveness of the approaches but the reach and accessibility is proving to be more and more appealing. Liberal arts colleges in the United States like New England College , Wesleyan University , and Bryn Mawr College are now offering complete online degrees in many business curricula despite
3819-474: The monetary value of the product. Cost also refers to anything else the consumer must sacrifice to attain the product, such as time or money spent on transportation to acquire the product. Convenience Like "Place" in the 4Ps model, convenience refers to where the product will be sold. This, however, not only refers to physical stores but also whether the product is available in person or online. The convenience aspect emphasizes making it as easy as possible for
3886-458: The nature of a firm's marketing environment and to attain information from suppliers. A distinction should be made between marketing research and market research. Market research involves gathering information about a particular target market. As an example, a firm may conduct research in a target market, after selecting a suitable market segment. In contrast, marketing research relates to all research conducted within marketing. Market research
3953-417: The place (i.e., distribution) element. Some pricing tactics, such as promotional pricing, can be classified as price variables or promotional variables and, therefore, also exhibit some overlap. Other important criticisms include that the marketing mix lacks a strategic framework and is, therefore, unfit to be a planning instrument, particularly when uncontrollable, external elements are an important aspect of
4020-420: The precise nature of specific concepts that inform marketing practice, the most commonly cited orientations are as follows: A marketing mix is a foundational tool used to guide decision making in marketing. The marketing mix represents the basic tools that marketers can use to bring their products or services to the market. They are the foundation of managerial marketing and the marketing plan typically devotes
4087-414: The prestige of schools that achieve high scores. Academic research is also considered to be an important feature and popular way to gauge the prestige of business schools. Business schools share the common purpose of developing global managerial talent and to this end, business schools are encouraged to accelerate global engagement strategies on the foundations of collaboration and innovation. In Europe,
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#17327728880494154-653: The product, the results of marketing research and market research , and the characteristics of the product's target market. Once these factors are determined, marketers must then decide what methods of promoting the product, including use of coupons and other price inducements. Marketing is currently defined by the American Marketing Association (AMA) as "the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large". However,
4221-608: The professors instructed their students to read the cases and to come to class prepared to discuss the cases and to offer recommendations for appropriate courses of action. The basic outlines of this method still operate in business-school curricula as of 2016 . In contrast to the case method some schools use a skills-based approach in teaching business. This approach emphasizes quantitative methods, in particular operations research , management information systems , statistics , organizational behavior, modeling and simulation , and decision science . The leading institution in this method
4288-530: The sharing economy. The different goals of B2B and B2C marketing lead to differences in the B2B and B2C markets. The main differences in these markets are demand, purchasing volume, number of customers, customer concentration, distribution, buying nature, buying influences, negotiations, reciprocity, leasing and promotional methods. A marketing orientation has been defined as a "philosophy of business management." or "a corporate state of mind" or as an "organizational culture." Although scholars continue to debate
4355-711: The supervision of the Ministry of Higher Education and affiliated with the University of Paris 1 Panthéon-Sorbonne. The affiliation became an association in 2014, following the Law on Higher Education and Research . Initially, only one program was offered: the Certificate of Aptitude for Business Administration (CAAE), aimed at providing a dual skill set in management similar to the American MBA . The CAAE evolved into
4422-460: The tactics and strategies in which a company promotes its products and services to individual people. Traditionally, this could refer to individuals shopping for personal products in a broad sense. More recently the term B2C refers to the online selling of consumer products.< Consumer-to-business marketing or C2B marketing is a business model where the end consumers create products and services which are consumed by businesses and organizations. It
4489-636: The world of business. There are several forms of business schools, including a school of business, business administration, and management. Andreas Kaplan classifies business schools along four corners: The first business schools appeared in Europe in the eighteenth century and multiplied from the beginning of the nineteenth century. In the United States, common degrees in business are: Graduates in business may also have generically titled degrees such as Bachelor of Science (BS), Master of Science (MS) or Doctor of Philosophy (PhD). In Europe, higher education degrees are organized into three cycles under
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