SYLLABUS

1. Objectifs du cours

This course aims at structuring students’ knowledge and competences in strategic and operational marketing. Students will acquire and/or develop skills in assessing relevance and efficiency of marketing strategies by analysing different case studies. At the end of the semester students should be able to build a simple marketing strategy based on the strategic analysis, know how to segment a market and to detect and establish brand’s positioning and targets taking into account competitive environment and goals.

2. Description du cours

This course aims at structuring students’ knowledge and competences in strategic and operational marketing. Students will acquire and/or develop skills in assessing relevance and efficiency of marketing strategies by analysing different case studies. At the end of the semester students should be able to build a simple marketing strategy based on the strategic analysis, know how to segment a market and to detect and establish brand’s positioning and targets taking into account competitive environment and goals.

3. Plan du cours

• What’s marketing strategy and how to analyse it;
• assessing brand’s value;
• the essence of data in marketing and marketing research;
• how to take marketing decisions (analysing company and its environment);
• brand’s positioning/image;
• how to segment a market and choose targets;
• the offer;
• focus on marketing in services

4. Compétences visées

• This course aims at structuring students’ knowledge and competences in strategic and operational marketing. Students will acquire and/or develop skills in assessing relevance and efficiency of marketing strategies by analysing different case studies. At the end of the semester students should be able to build a simple marketing strategy based on the strategic analysis, know how to segment a market and to detect and establish brand’s positioning and targets taking into account competitive environment and goals.

Consulter la fiche RNCP de cette formation

5. Modalités pédagogiques

Mode d'enseignement : Présentiel

Langue(s) utilisée(s) : English

Méthodes pédagogiques : Cours magistral, Travaux Dirigés

6. Modalités d'évaluation

Examen écrit sur table, Présentation orale, Projet de groupe

7. Bibliographie

• Marketing,management 15th edition; Kotler, Keller
• Mercator 12th edition; Landrevie, Levy, de Baynast
• Publicitor 8th edition; Landrevie, de Baynast
• Marketing, An Introduction; Kotler
• Global marketing; Svend Hollensen