MARKETING STRATEGY
Année du cours : 1 année(s)
Etablissement : IÉSEG School of Management
Langue : English
Formation(s) dans laquelle/lesquelles le cours apparait :
Période : S2
The major objectives of this course are:
1. Comprehend the strategic decision making process
2. Understand the relationship between corporate, business-level and marketing strategies 3. Assess the firm’s environment and the competition
4. Know the bases for a company to achieve a sustainable competitive advantage
5. Develop appropriate marketing strategies based on the company’s resources
6. Select appropriate marketing strategies and associated marketing tactics for new market entries, for growth markets, for mature and declining markets.
This course is designed to give you the knowledge and competencies to be able to develop and implement appropriate marketing strategies in a dynamic and extremely competitive environment. The goal is to provide you with a good understanding of the logic regarding the various levels of strategy (i.e., corporate strategy, business level strategy, and marketing strategy) and how they are interconnected.
We will examine how a Strategic Business Unit creates the most effective marketing strategy, based on the level of competition, the market’s growth rate, the firm’s position in the market, the product portfolio, and the available resources.
This is a capstone course with the aim of helping students integrate what they have learned about the analytical tools and the four Ps of marketing in previous courses as well as other business courses within a broader framework of competitive strategy.
