Marketing & Sales BUT TC (Commerce) Revision Sheets
The core of BUT TC. Trains in market analysis, marketing strategy, and B-to-B and B-to-C sales techniques. A transversal skill found in all commercial careers after BUT.
Marketing & Sales curriculum in BUT TC (Commerce)
The curriculum covers marketing fundamentals (4P/7P: product, price, place, promotion; market study; positioning), consumer behavior (motivations, purchasing process, loyalty), marketing strategy (segmentation, targeting, positioning STP), digital marketing (SEO, SEM, social media, content marketing), and sales techniques (prospecting, negotiation, closing, loyalty).
How to study marketing & sales in BUT TC (Commerce)?
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Tips to succeed in marketing & sales BUT TC (Commerce)
Master the 4P then 7P marketing mix: the universal analysis grid in BUT TC, expected in every project
Study 10-15 iconic company strategies (Apple, Decathlon, Ikea, Amazon, Netflix) with their marketing mix: enriches all papers
For digital marketing, create your own profile on 3-4 platforms (LinkedIn, Instagram, TikTok) and analyze performance: active learning
For SAÉs (Learning and Evaluation Situations), choose concrete projects with real companies rather than fictional cases
FAQ — Marketing & Sales BUT TC (Commerce)
Difference between 4P and 7P marketing?
Classic 4P (McCarthy 1960): Product (features, range, brand), Price (pricing policy, conditions), Place (distribution channels), Promotion (communication, advertising). 7P (Booms & Bitner 1981) extends to service marketing by adding: People (customer-facing staff), Process (service delivery process), Physical Evidence (tangible service proof). 7P preferred for services (banking, insurance, consulting) where humans and processes weigh heavily.
How to build an STP strategy in BUT TC?
STP means Segmentation, Targeting, Positioning. 1) Segmentation: divide the market into homogeneous groups by relevant criteria (demographic, geographic, psychographic, behavioral). 2) Targeting: choose segments to target as priority (size, growth, profitability, accessibility). 3) Positioning: define how you want to be perceived versus competitors on each targeted segment. The foundation of any professional marketing strategy, to apply in all your BUT projects.
Which digital tools to master in BUT TC?
Five essential tools: 1) Google Analytics 4 (web performance tracking), 2) Google Search Console + Ads (SEO and SEA), 3) Meta Business Suite (Facebook/Instagram advertising), 4) Canva or Adobe Express (marketing visual creation), 5) HubSpot CRM (free, ideal for learning). Practice on demo accounts, create your own mini-projects (Instagram page for an associative cause, for example). Expected in placement and SAÉ on these skills.
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