Marketing

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Le master marketing forme des professionnels capables de mettre en œuvre une stratégie marketing et un plan d’actions marketing par rapport à un produit, un service, une ligne de produits ou de services et de réaliser ensuite des études pour analyser le résultat des actions menées. Grace à cette formation, notre école vous préparez à une insertion rapide sur le marché du travail.

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    A Study of factors influencing the purchase decision of a decision-making member within the Algerian family: the Local electrical appliance as a case
    (école superieure de managment tlemcen, 2020) Mostefaoui Oumeima
    In our study, we will deal with understanding and identifying the factors affecting the purchase decision for the decision maker, we took as a case study of the Algerian family, as for the product, it was the local electrical appliances. To obtain this study, we prepared a questionnaire and published it on social media. As for the sample, it included 172 individuals, and by using the linear regression function, we were able to determine the most important factors. Those factors are consumer’s family and groups influence his buying decision, in addition to his job, his educational level, and his civil status. In addition to other factors in the purchasing phase, we mention: after-sales services, warranty and workers.
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    Analyse de la politique de distribution au sein de l’entreprise NAFTAL
    (école superieure de managment tlemcen, 2020) BAROUR ILYAS
    La stratégie de distribution est également l'une des stratégies les plus importantes du mix marketing En tant que stratégie de produit, stratégie de prix et promotion. Les éléments de distribution peuvent être divisés en deux éléments principaux : les canaux de distribution et la distribution physique. De nos jours, les produits pétroliers sont également considérés comme des produits en croissance pour les consommateurs car ils représentent des produits stratégiques, d'autant plus que l'environnement technologique et le développement mécanique évoluent, conduisant les entreprises industrielles à produire des moteurs automobiles plus modernes et complexes, qui nécessitent Un lubrifiant de haute qualité adapté à tous les types de ces moteurs. Par conséquent, les entreprises intéressées par la vente et la distribution de ces produits devraient considérer les éléments de distribution et s'efforcer de trouver la stratégie appropriée et la plus efficace pour distribuer des produits avec l'efficacité requise. En effet, elles sont très actives dans un environnement concurrentiel, notamment après l'ouverture des marchés nationaux, devant les pétrolières ou non pétrolières et autres sociétés expérimentées. Par conséquent, cette recherche se concentre sur l'analyse de la stratégie de distribution interne de lubrifiant de NAFTAL et la mesure de l'efficacité de ces canaux de distribution. À travers ces canaux, nous pouvons réaliser que cette stratégie de distribution joue un rôle important dans l'atteinte de l'excellence
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    CRM et qualité de service Cas de la banque BADR RELIZANE
    (école superieure de managment tlemcen, 2020-09-24) SEDJAR Nesrine
    The objective of this study is to address the issue of customer relationship management as a modern administrative approach and its relationship to the quality of service in the banking institutions. Which has focused mainly on addressing the CRM at the Bank of BADR and its role in quality of service. To achieve the objectives of the study, we designed a questionnaire to collect preliminary data from the sample of the study, was developed a questionnaire to collect preliminary data from the study sample of 46 clients from BADR. Bank. We have adopted the analy tical descriptive method to address the problem of the subject.The results of the empirical study de monstrate the use of the BADR. bank of client relationship management concepts and procedures, a nd that the application of such management tools has a positive influence on the improvement of the quality of the services offered by the bank in terms of claims management, a sense of security and, above all, a better knowledge of the needs of consumers, in order to better meet them
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    Déploiement de progiciel ASSURA-CRM pour les compagnies d’assurance en Algérie
    (Ecole Superieure De Managment Tlemcen, 2022) Bakhti Ouissem Kadira Aissani Ilyes
    The digitalization of customer relationship management processes constitutes the central topic of this master's thesis. It extensively examines the approaches to digitizing business operations, with a particular emphasis on automating daily tasks and digit izing CRM practices using technological tools. This transformation aims to enhance the customer experience by streamlining internal processes, reducing administrative costs, and facilitating data-driven decision-making through improved data visualization. Within the specific context of Alliance insurance, this thesis presents a concrete proposition: the implementation of a dedicated CRM software solution. This software provides automated and optimized communication, resulting in enhanced transparency in CRM practices. By recognizing the added value of technological tools as a competitive advantage, Alliance insurance can capitalize on this digitalization to achieve a favorable market position."
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    E-WOM et intention d’achat à l’ère numérique : étude quantitative auprès de consommateurs de la marque Apple
    (Ecole Superieure De Managment Tlemcen, 2025-07) Mekkaoui Farah
    The digital transformation of traditional word-of-mouth has not only strengthened the breadth of opinions and experiences, but it has also generated new dynamics of influence, consequently modifying purchasing decisions on an unprecedented scale. The central problem aims to determine the extent of the influence of the determinants of the e-wom on the purchase intention and how this correlation is modulated by the perception of the customer. To answer this question by taking the Apple brand as a case study. We conducted a quantitative study including an online questionnaire. Thanks to the latter, we collected 100 responses from Algerian consumers who were processed via SPSS and Smart PLS software for data analysis. The data significantly indicate that the e-WOM plays a crucial role in the purchase decision, thus reorganizing the information environment. More precisely, positive reviews boost the desire to buy, their quantity strengthens confidence, and the richness of the content helps in the decision. The economic effectiveness of opinions is therefore based on their perceived usefulness and credibility
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    Impact de la diversité culturelle sur les pratiques managériales au sein des entreprises « Cas d’Ooredoo »
    (école superieure de managment tlemcen, 2020-09) AOULA Rahima
    In the field of trade, nothing is the same as before, trade between countries, foreign investments, international recruitments; it is the globalization of business that has opened its doors to them. Suddenly, the presence of multicultural teams requires a certain management logic known as intercultural management, which takes into account cultural differentiations during managerial practices within companies, in order to reduce the losses and damage that can appear if we neglects them. Our research focuses on the impact of this diversity of culture on managerial practices within companies. To do this, we carried out a practical study within the multinational Ooredoo where we proved through the answers obtained by the regional chief and the civil servants that the multicultural context plays a significant role in daily operations as well as in management and decision price, and that these influences, changes and adaptations present a richness that allows a good improvement of the business in the organization
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    L’attitude des consommateurs algériens face à un produit alimentaire de terroir : Cas de l’huile d’olive
    (école superieure de managment tlemcen, 2021-07-14) Doumer Ikram
    Notre travail est cerné de connaitre l’attitude des consommateurs algériens à l’égard des produits de terroir notamment l’huile d’olive, cette étude permet de classer les attitudes et les principales facteurs qui motivent et influence l’achat de consommateur algérien. Les produits de terroir sont le résultat d'une série d'interactions entre la culture des communautés et l'espace géographique. Ces produits issus de petits terroirs se caractérisent par leur originalité et leur typicité, mais ils sont souvent méconnus des clients, ce qui nécessite des efforts de commercialisation. En ce sens, le marketing apparaît comme un moyen pour permettre aux produits de terroir de se faire connaître, d'être vendus et de se présenter comme de véritables concurrents des produits de la grande industrie et pour gérer une bonne commercialisation il s’agit de bien connaitre le consommateur
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    L’effet de la communication digitale sur la notoriété de la marque Cas de BENSON SHOES
    (école superieure de managment tlemcen, 2020-09-28) Soulef HADDADA
    Résumé : Le présent travail développe une réflexion autour de l’effet de la communication digitale sur la notoriété de la marque. Pour cela, nous avons opté pour une méthodologie descriptive et analytique. Nous avons dans un premier temps introduit la communication digitale et la notoriété, pour ensuite voir la relation qu’il y’avait entre ces deux dernières. Pour finir, nous avons clos cette étude en abordant la digitalisation de l’entreprise Benson Shoes Algérie et son effet sur la notoriété et sur la perception des clients. Les principaux résultats qui découlent de cette étude montrent que la communication digitale est un outil pertinent de la segmentation, du ciblage et de la différenciation. De même, le recours à la communication digitale s’est avéré nécessaire pour la pérennité des entreprises algériennes face à cette crise dévastatrice du coronavirus (covid-19).
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    L’éffet de la gestion de la réclamation client Dans l’amélioration de la qualité de service perçu Cas pratique : l’opérateur téléphonique DJEZZY
    (école superieure de managment tlemcen, 2021-09-20) Menazeli Asmaa Nour EL houda
    The objective of our work is to analyze the impact of the management of customer complaints in improving the quality of services before, during and after the servuction of the telephone operator DJEZZY. To do this, we adopted a quantitative method with a sample of 100 djezzy users, the results were analyzed and processed using SPSS 20 software. The results show that complaint management have positive impact in improving the quality of services before, during and after servuction and therefore reducing the gap between perceived and expected quality
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    L’imapct du SEO sur le capital marque en ligne: une étude comparative centrée sur l’expérience utilisateur sur les deux marques BIOTANYS GENILUX
    (Ecole Superieure De Managment Tlemcen, 2025-07)  Beddiar Ines  Chohra nour
    The objective of this research is to examine how natural referencing (SEO) influences brand equity, taking into account the moderating role of the customer experience. The central question to which this thesis attempts to answer is: "To what extent does natural referencing (SEO) influence the brand equity of an online company, Biotanys and Genilux, and to what extent is this relationship moderated by the customer experience? "To answer this question, a comparative quantitative approach was adopted, through two questionnaires administered to 200 respondents (100 for each brand). The data were analyzed using SPSS and Smart-PLS 4 software. The results reveal that SEO has a significant positive impact on brand equity, through visibility, credibility and engagement. The ergonomics of the site and the speed of navigation reinforce this effect. The study concludes that SEO, well integrated into a digital strategy 300 centered on the customer experience, constitutes an essential lever of differentiation and performance for Algerian brands.
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    L’impact d’e-réputation sur le comportement d’achat du consommateur algérien Cas : de l’entreprise Condor
    (Ecole Superieure De Managment Tlemcen, 2022-06-12) Lamroussi imene et Yahiaoui serine
    In recent years, enterprises are facing new challenges and must grasp opportunities of digital world to manage its corporate reputation. This study aims to understand the relationship between corporate e-reputation and consumer buying behaviour and how it affects the latter. We carried out our study to the field with a sample of 197 Algerian consumers who are Internet users and who know the CONDOR brand, which is specialized in the production and sale of electronic products. Within this framework, we clarified the position of CONDOR in the Algerian market by organising a survey to verify the hypotheses of the study in order to respond to the problematic of this research. The results were analyzed and processed using SPSS 22 software. The results obtained have confirmed the research hypotheses presented in this study
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    L’impact de l’environnement physique d’un lieu de service sur le comportement de fidélité des clients Application au secteur de l’hôtellerie en Algérie
    (école superieure de managment tlemcen, 2020-08-30) Sadouki Hidayet Khadidja
    In the field of servicing, the company's offer is based on services of an intangible nature, where the physical environment provides a set of elements on which consumers rely to assess the quality of the services offered. It constitutes the core of the service offering through its substantial effect on customer satisfaction and its important role in strengthening customer loyalty. The objective of this study is to identify the impact of the physical environment of a service location on customer loyalty, from which we chose the hotel sector as a research field. We distributed an online questionnaire to 166 people, where the selection of our sample focused on Algerian and foreign tourists having stayed in a luxury hotel in Algeria. After performing an exploratory and confirmatory factor analysis using SPSS software, we were able to confirm the hypotheses of our research, which led us to answer our problematic that : the physical environment of a place of service (hotel) has a positive impact on the loyalty of customers.
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    L’impact de l’image de marque sur le comportement et l’attitude des individus (cas d’OPPO
    (école superieure de managment tlemcen, 2020) Lacheheb Imene
    The electronics sector in Algeria has made considerable progress and is growing year by year. With the increase in the offers available in the market, consumer behavior has changed dramatically, there is indeed a link between consumers and brands. By asking individuals about the brand of electronics OPPO we tried to understand the influence of this one on their purchase intention and after an analysis of the results we found that the brand image had a positive influence on purchasing decisions of individuals.
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    L’impact de l’utilisation des couleurs chaudes dans la publicité Télévisée sur l’intention d’achat des consommateurs Algériens.
    (Ecole Superieure De Managment Tlemcen, 2022-06-07) Hebri Yasmine Feriel. Sabeur Fatima Zohra Soulaf
    As the consumer has become more demanding and difficult to convince, all companies have become aware of the important role of communication. For example, the degree of effect of warm colours used in television advertising on purchase intention and the crucial role of emotions and memorization of commercial information. Companies always seek to attract consumers' attention to a product, they do so using a variety of tools to influence consumers' behaviour and purchase decisions. This study demonstrated the existence of a positive effect relationship between the component colours of a television advertisement, emotions, recall and purchase intention.
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    L’impact de la communication digitale sur l’image de marque Cas d’étude : L’entreprise nationale des peintures ENAP.
    (Ecole Superieure De Managment Tlemcen, 2023) MAHMOUDI Houda
    The present study aims to examine the existing relationship between digital communication and its dimensions, namely online presence, reputation, and brand image within the national paint company ENAP. To achieve this, we opted for a quantitative study in the form of a survey conducted on a randomly selected sample. The study's results highlight a positive relationship between ENAP's adoption of digital communication and its brand image. In other words, the online presence and reputation of this company significantly contribute to the improvement of its brand image. Therefore, it is necessary to exert more effort to strengthen this image.
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    L’impact de la communication digitale sur l’image de marque des entreprises : Cas de la Société Algérienne de Produits Cosmétiques S.A.P.E.CO « Laboratoires Venus»
    (Ecole Superieure De Managment Tlemcen, 2023-10-01) TAHTAH Amine
    This study analyzes the impact of digital channels such as websites, social media, and mobile web on the brand image of Venus cosmetic products. The results demonstrate that these channels have a positive impact on Venus' brand image, strengthening its modernity and innovation. The presence of a user-friendly website increases visibility and provides an immersive experience. Social media enhances interaction and consumer trust. Mobile web accessibility facilitates consumer engagement. Understanding this impact is essential for developing effective digital communication strategies and maintaining a strong relationship with consumers
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    L’impact de la crédibilité des influenceurs sur Instagram sur l’intention d’achat des internautes algériens Etude de cas de « Rifka et son produit Rifkus. »
    (Ecole Superieure De Managment Tlemcen, 2025-06-24) Belgourari Aya Zaouia & Saâdoune Manel
    This study aims to investigate the perceived credibility of influencers on Instagram and its impact on the purchase intention of Algerian online users. Credibility is examined through three dimensions: expertise, trustworthiness, and attractiveness. This research also seeks to determine which of these credibility dimensions has the most significant impact on purchase intention. A quantitative descriptive study was conducted using an online questionnaire, and data collected from 120 respondents, analyzed using SPSS (version 27), showed that trustworthiness is the dimension with the most significant impact on consumers' purchase intention, followed by the perceived attractiveness of influencers. In contrast, it was found that the other dimension of credibility (expertise) does not have a significant impact on purchase intention, unlike the other dimensions.
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    L’impact de la digitalisation sur le Marketing pharmaceutique : Cas Merinal
    (Ecole Superieure De Managment Tlemcen, 2023-07) Bentoura Ryane
    The digit al izat ion has a signif icant impact on pharmaceut ical market ing in Alger ia. This thesis examines this impact and confirms that digit al izat ion offer s ma jor advant ages for pharmaceut ica l companies, such as per sonal ized communicat ion, improved brand vis ibi l it y, and pat ient dat a col lect ion. Companies that invest more in digit al market ing are more successful, reduce cost s , and reach consumer s more ef fect ive ly. However , exist ing laws and regulat ions impose specif ic const raint s, par t icular ly in terms of promot ion and communicat ion. To maximize the benef it s of digit al izat ion, it is essent ia l for companies to enhance their dig it a l market ing ski l ls, improve their onl ine presence, explore new dist r ibut ion channe ls, and est abl ish st rat egic par tner ships. These recommendat ions, tai lored to the Alger ian pharmaceut ica l market , wi l l enable companies to ful ly leverage digit al izat ion whi le consider ing the rapid changes in the digit al landscape and health regulat ions. In conclusion, this research highl ight s the impor tance of digit al izat ion in pharmaceut ica l market ing in Alger ia and provides concrete recommendat ions to maximiz e it s benef it s whi le ensur ing consumer safety and health. I t is crucia l for pharmaceut ica l companies to seize the oppor tunit ies offered by digit al izat ion, adopt innovat ive approaches, and st ay at the forefront of new technologica l t rends. This requires a wi l l ingness to adapt , col laborate with st akeholder s, and have a long- t erm vis ion to create a compet it ive advant age in an ever -evolving landscape. Digit al izat ion opens excit ing new prospect s for pharmaceut ica l market ing in Alger ia and represent s a promis ing path to enhanc e iii communicat ion, bui ld consumer t rust , and st imulat e business growth in the pharmaceut ical indust ry.
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    L’impact de la qualité de service sur la satisfaction de la clientèle Etude de cas : Crédit Populaire d’Algérie
    (école superieure de managment tlemcen, 2021) BOUCHEMEL MOSTAFA; DJERIOU RAMZI
    In a competitive environment, mastery of quality is one of the factors of success for the company. A good mastery of the quality of service causes a competitive advantage and a barrier to entry difficult to overcome by the competitors. In the present work, we have opted for the banking sector including the CPA bank as a case study, in order to know how the quality of service can be a key to satisfaction. To better verify our hypotheses we have adopted a quantitative research with 100 clients of the CPA. The results of our research show that quality of service has a positive impact on customer satisfaction.
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    L’impact de la qualité des services de l’enseignement supérieur (selon modèle SERVQUAL) sur la satisfaction des étudiants Étude de cas « l’école supérieure de management Tlemcen »
    (école superieure de managment tlemcen, 2021-09-26) LALOU Aicha
    Cette étude visait à identifier l'impact de la qualité de l'enseignement supérieur dans ces cinq dimensions (tangibilité, fiabilité, réactivité, empathie et confiance) sur la satisfaction des étudiants de l’école supérieure management Tlemcen. L'approche descriptive et analytique a été utilisée à travers un questionnaire en ligne distribué aléatoirement sur un échantillon de 815 étudiants. Les résultats ont montré un effet statistiquement significatif de la qualité du service d'enseignement supérieur sur la satisfaction des étudiants au niveau d’école supérieure de management Tlemcen. Les chercheurs ont également suggéré un ensemble de recommandations, dont la plus importante est la nécessité pour les établissements d'enseignement supérieur de prêter attention à la dimension tangibilité et d'essayer d'améliorer tous les services universitaires fournis aux étudiants