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Establishment
Language of instruction
English
Teaching content
MARKETING
Training officer(s)
N.DEMOULIN
Stakeholder(s)
Benjamin Boeuf, Elke Cabooter, Catherine Reffet, Philippe Dailly
Présentation
Prerequisite
Students must have knowledge about basic concepts in marketing and in strategy. They must be able to conduct the situation analysis for a company. Students must also have statistical competencies (mainly descriptive statistics) and be able to use Excel.
Goal
At the end of the course, the student should be able to:
- use the appropriate techniques and display expertise in the marketing field
- analyze industries, competitors and to identify companies' competitive advantages,
- master segmentation methods and be able to segment a market,
- to interpret a perceptual map
- determine market segments attractiveness, to select a market coverage strategy and position a marketing offer.
- 1.C Communicate effectively in English
- 4.C. Convey powerful messages using contemporary presentation techniques
- 5.A. Predict how business and economic cycles could affect organizational strategy
- 5.B Construct expert knowledge from cutting-edge information
- 5.D. Make effectual organizational decisions
- use the appropriate techniques and display expertise in the marketing field
- analyze industries, competitors and to identify companies' competitive advantages,
- master segmentation methods and be able to segment a market,
- to interpret a perceptual map
- determine market segments attractiveness, to select a market coverage strategy and position a marketing offer.
- 1.C Communicate effectively in English
- 4.C. Convey powerful messages using contemporary presentation techniques
- 5.A. Predict how business and economic cycles could affect organizational strategy
- 5.B Construct expert knowledge from cutting-edge information
- 5.D. Make effectual organizational decisions
Presentation
The central objective of this course is to help students to understand processes needed to build a market-driven strategy and its impacts on company performance. This course focuses on the concepts, practices and tools that underlie marketing decisions in the areas of segmentation, positioning, targeting, and their operational consequences in terms of product, price, channels, and communications. MARKSTRAT will give students the opportunity to design and implement a marketing strategy.
Modalités
Organization
| Type | Amount of time | Comment | |
|---|---|---|---|
| Présentiel | |||
| Cours interactif | 12,00 | ||
| Travaux dirigés | 18,00 | ||
| Autoformation | |||
| E-Learning | 15,00 | ||
| Lecture du manuel de référence | 8,00 | ||
| Travail personnel | |||
| Charge de travail personnel indicative | 23,00 | ||
| Group Project | 24,00 | ||
| Overall student workload | 100,00 | ||
Evaluation
The assessment will be based on a MCQ (20%) about the online sessions, the performance at the end of Markstrat (40%) and the final presentation of the Markstrat firm's strategy (40 %).
| Control type | Duration | Amount | Weighting |
|---|---|---|---|
| Contrôle continu | |||
| QCM | 0,30 | 3 | 20,00 |
| Autres | |||
| Projet Collectif | 24,00 | 0 | 40,00 |
| exposé | |||
| exposé | 2,00 | 1 | 40,00 |
| TOTAL | 100,00 | ||
Ressources
Bibliography
Larréché J-C, Gatignon H. and Trilet (2010), Markstrat: Student Handbook, StratX. -