Strategic Marketing
- Teacher(s):
- Course given in: English
- ECTS Credits:
- Schedule: Autumn Semester 2021-2022, 2.0h. course + 2.0h exercices (weekly average)
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sessions
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course website
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Related programmes:
Master of Science (MSc) in Management, Orientation Marketing
Master of Science (MSc) in Management, Orientation Strategy, Organization and Leadership
Maîtrise universitaire ès Sciences en management, Orientation Behaviour, Economics and Evolution
Master of Science (MSc) in Management, Orientation Business Analytics -
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ObjectivesCourse Description The Strategic Marketing course introduces a systematic approach to understand a business problem and develop a marketing strategy to address it, taking into account the objectives of the business. Unlike the Marketing Science course, which takes a more academic view of marketing, this course focuses on the purpose and the function of marketing strategy, as well as its relationship to competitive advantage, within the context of an organization. The course partially revisits important basic concepts from an introductory marketing course but also challenges and extends them to focuses on how organizations can create superior value for customers and achieve their objectives using an ‘integrated combination’ of marketing actions in a dynamic and competitive market. The first part of the course, with Prof. Rege, focuses on the core principles of a marketing strategy: (1) customer focus to create and capture value; (2) segmentation to address customer heterogeneity and target actions; (3) positioning to shape customer minds and integrate actions; and (4) branding to build relationships and sustainable advantage. The second part of the course, with Prof. Christen, focuses on applications of these core principles in different market and customer situations over the product life cycle. Course Objectives We want students to develop their strategic thinking skills by applying theoretical concepts to analyze real-world scenarios in different contexts. Practical and critical thinking will thus be necessary to succeed this class. Concretely, students will learn to:
Course Format We expect students in a master’s program to be familiar with and continuously improve academic thinking and problem-solving skills, including proper argumentation and an academically correct treatment of used sources, as well as critical thinking. Marketing is a fascinating field whose challenge lies in making choices and proposing actions based on understanding of human behavior in different contexts. In practice, this knowledge is based on imperfect information about markets, customers, and competitors. Limitations in options and resources add further complications. Marketing hence requires not only analytical skills but also creativity and strategic thinking. The course gives much emphasis on ‘learning-by-doing’ in the form of in-class presentations and discussions. The goal of working with cases is not to find the solution (there hardly ever exists only one). The goal is to learn and refine the strategic marketing thinking process by use of real-world case scenarios to which theoretical knowledge will be applied to understand and address the challenges behind designing and implementing a marketing strategy for a brand or business unit. ContentsSession Overview
Class Time and Place
ReferencesRequired Course Material Moodle will be the main communication channel for this course; kindly make sure you register on Moodle before the course starts.
Pre-requisitesFundamentals of marketing EvaluationFirst attempt
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