Marketing Techniques

The University Bachelor of Technology in Marketing Techniques (BUT TC) trains future middle managers capable of taking part in all stages of the marketing of a good or service: from market research to sales, including marketing strategy, commercial communication, negotiation and customer relations. The holder of a BUT TC is versatile, autonomous and progressive. It covers the sectors of activity related to sales, marketing and communication.

Graduates of the BUT TC will have solid professional skills and academic knowledge, enabling them to integrate into the business world and progress in the professional environment.

The first year of the core curriculum focuses on the fundamentals of marketing, sales and communication. From 2^th There are two specialisation pathways available.

Digital Marketing, E-business and Entrepreneurship (MDEE) course
The aim of the digital marketing, e-business and entrepreneurship pathway is to provide training in digital commercial activities by developing skills in the management of these activities on the one hand, and in the development of digital commercial projects that may lead to the creation of a start-up on the other. Graduates will go on to work in digital marketing, e-business within any type of organisation and entrepreneurship.

Business Development and Customer Relationship Management (BDMRC) course
The Business Development and Customer Relationship Management programme provides training in the techniques and tools needed to develop commercial activity while ensuring customer satisfaction and building lasting relationships. Graduates will contribute to business development and customer relationship management in all types of organisation, and to the development of a customer portfolio (building loyalty among existing customers, winning over new customers) in all types of business sector, both B-to-C and B-to-B.

The 3^th year BUT is exclusively a sandwich course

Cross-disciplinary skills

• Using digital technology using the reference digital tools and IT security rules to acquire, process, produce and distribute information and to collaborate internally and externally.
• Using data for analysis : by identifying, selecting and critically analysing a range of resources in their specialist field in order to document a subject and synthesise the data with a view to using them; by analysing and synthesising data with a view to using them; by developing arguments with a critical mind
• Expressing yourself and communicating both orally and in writing: communicating clearly and unambiguously, orally and in writing, in French and at least one foreign language.
• Acting responsibly within a professional organisation : by situating their role and mission within an organisation so that they can adapt and take the initiative; by respecting the principles of ethics, professional conduct and environmental responsibility; by working as part of a team and network, as well as independently and responsibly in the service of a project; by analysing their actions in a professional situation, and evaluating themselves in order to improve their practice.   
• Position yourself in relation to a professional field by: identifying and situating the professional fields potentially related to the knowledge acquired and the specialism, as well as the possible pathways to access them; by characterising and developing its identity, skills and professional project in relation to a given context; by identifying the process of producing, disseminating and promoting knowledge.

Subject-specific skills

• Conducting marketing campaigns : by using the right tools to analyse the economic, legal, commercial and financial contexts; by making the right assessments of the main players on the market; by quantifying demand and assessing consumer behaviour; by using the right tools to analyse the company's skills and resources; by developing a mix tailored to the target and positioned in relation to competitors; by adopting a socially responsible, ethical and ecological approach.
• Selling a commercial offer : by respecting the order of the stages in commercial negotiation and an ethical approach; by drawing up commercial documents appropriate to the commercial situation and in compliance with regulations; by making effective use of the performance indicators set by the organisation; by prospecting using appropriate tools; by adapting their verbal and non-verbal communication to the commercial situation.
• Communicating the commercial offer: by developing a communication strategy in line with the mix; by using commercial communication tools adapted to the organisation's needs and constraints; by producing effective, high-quality communication media; by complying with current regulations.

Subject-specific pathway skills (MDEE)

• Managing a digital business: selecting the right tools for collecting, processing and analysing mass data; developing a high-performance digital marketing strategy; effectively managing a digital offering; optimising digital customer relations; ensuring high-performance e-commerce logistics.
• Developing an e-business project: by drawing up a business model document describing the creation and sharing of value; by developing a shared strategic vision; by analysing financial documents and indicators in a relevant way; by analysing, from a quantitative and qualitative point of view, the specific environments needed to make a digital project a success; by using appropriate techniques to move from creativity to innovation; by taking an active part in a collective project.

Disciplinary pathway skills (BDMRC

• Participate in the organisation's marketing and sales strategy: by identifying the most promising development opportunities; by effectively managing the sales teams; by developing an offer tailored to the customer's sector.
• Managing customer relations : by developing a shared customer service culture; by managing customer satisfaction and the customer experience throughout the customer journey, with a view to sustainability; by enhancing the value of the customer portfolio by using customer data in compliance with regulations.

Recruitment level : Bac (access 1^era year) and Bac+2 (access 2^th or 3^th year)

Accessible in :  initial training (1^era and 2^th years), sandwich courses (3^th year).

Training required :

Hold one of the following qualifications:

• Baccalauréat STMG
• General baccalaureates
• Other technological baccalaureates (STI2D, ST2A, STL, etc.)
• Admission is possible through validation of prior learning (VAE) or validation of professional and personal experience (VAPP).

Admission requirements :

Applicants are selected on the basis of their application file, which takes into account their letter of motivation, first and final year report cards, assessments by the head of school and/or main teachers, and the motivations expressed by the applicants themselves, in order to assess their ability to acquire a real commercial profile. In addition to examining the candidate's file, an interview is held to assess the candidate's motivation, as well as a general knowledge test and a test of English as a second language (LV1).

Registration form:

Application deadline: mid-April (Parcoursup session)
Initial selection of applications and motivation interviews: mid-May (Parcoursup session)
Communication of admission results: early June (Parcoursup session)
Registration (after bac results): early July
Courses start at the beginning of September

Applicants may also submit an unsolicited application outside Parcoursup. These should be addressed to the Head of the Marketing Techniques Department at the Kourou IUT.

Career opportunities : Sales representative, sales development manager, customer portfolio manager, export assistant, buyer, retail manager, department manager, marketing manager, web marketing manager, e-commerce development manager, events project manager, brand assistant manager, sales team manager, customer relations team manager, etc.

Sectors of activity : Industries, commercial enterprises, agricultural companies, large and small-scale distribution, services, business start-ups, etc.