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Marketing + Industrial Property

Code: S9123/5, ECTS: 2


Marketing is often related to communication, sales and even forced sales; it is then said that marketing creates consumer needs. This type of marketing exists; it is one of supply which pushes products towards the market. Marketing, however, is more than just that. It has its counterpart in the less familiar form of demand marketing whose purpose is to create products and services which correspond exactly to consumers’ needs. Marketing therefore comprises these two facets, at times creating needs, at times responding to needs.
The aims of this course are twofold:

  • to help students to discover the marketing approach, a factor of success for any company, and something that is increasingly present in our society;
  • to reveal the process of creation of new products and services.
Within the context of increasingly intense globalisation, companies have to improve their performance, generate new markets and innovate. Innovation is a passport to the conquest of new markets, a driving force for company growth and industrial property is a tool which can support innovation, a factor of technical development and economic progress in the face of competition. While industrial property law is an “intangible” property law, it represents the patrimonial value of the company and, in the case of a high-tech firm, it can serve to enhance the value of a company at its creation stage by focusing on the prospect of a satisfactory return on investment.


Fundamental marketing

  • marketing trilogy
  • what is a market?
  • what is a product?
  • direct and indirect competition
  • marketing environment
  • marketing typology
  • measurement indicators
  • functions
  • positions
  • marketing organizations within a company.
Innovation marketing
  • success and failure factors
  • processes for the development of new products/services
  • seeking concepts
  • filtering ideas
  • financial analysis developed for product/services
  • launching.
  • the major principles on which industrial and intellectual property are founded - the principle concepts;
  • the role of industrial property in a modern economy open to the world;
  • industrial property as an element in company strategy;
  • the principal institutional actors in France and in the world;
  • the fundamental principles of industrial property law;
  • patents, trademarks, designs and models - historical trends;
  • analysis of the main texts;
  • the role of the various actors: legislator, judge, patents office, consultants;
  • the international system: the European patent, the Community patent, the European Patent Office, the World Intellectual Property Organization (WIPO) and the PCT - the principal international conventions;
  • standardization.

Teaching team


Teaching staff

Christian DERAMBURE ; Jérémie FENICHEL ; Didier HILLION
Code S9123/5
Year 2nd & 3rd years
Level Graduate 1st year, Graduate 2nd year
ECTS Credits 2
Coefficient 2
Nb. of hours 30
Nb. of lessons 24
Course type Specialized courses
Semester 3, 5
Period Autumn
  • Sciences économiques et sociales
Last update:
20 Jun 2017 10:07 by julien