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IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
Course for exchange studentsTransversal/annéesS1English
Professeur(s) responsable(s)K.WILLEMS
Intervenant(s)Kim WILLEMS, P.BREDAR

Pré requis

Familiarity with the basic principles of Marketing (e.g., the marketing mix: product, price, promotion, place) is highly recommendable, although a brief summary, highlighting these basics will be provided at the beginning of the course.

Objectifs du cours

At the end of the course, the student should be able to :
Comprehend the role that marketing can play in the strategy of a business
• Understand and apply the strategic marketing concepts, models, and jargon introduced in this course.
• Recognize and identify strategic marketing problems in real-life business cases
• Set up a plan to conduct the necessary strategic analyses (external and internal) to make informed marketing decisions
• Formulate strategic marketing advice to businesses, starting from a particular problem statement
• Present an integrated business case starting from a topical business problem statement, over suggesting the appropriate strategic analyses to critically providing appropriate advice in the ad hoc situation.

Contenu du cours

We start by defining business strategies and positioning the role of marketing therein. Subsequently, an introduction in strategic analysis is provided, existing in both external- and internal analysis. We offer frameworks and methods to analyze (1) customers, (2) competitors, (3) (sub-)markets, (4) the environment, and (5) the company internally. The company’s own strengths and weaknesses will be confronted with external opportunities and threats. These insights will enable us to identify strategic options, which are to be implementated, on the basis of, e.g., the marketing mix toolkit. Jargon topics such as ‘sustainable competitive advantage’, ‘value propositions’, ‘brand equity’, ‘innovation’, and ‘synergy’ are introduced offering a structured overview of the instruments available to strategic marketing managers.The course theory also highlights real-life global business cases. The course practice sharpens your skills both in identifying links between the course theory and the everyday business context and in functioning in team.

Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class12,00   4 theoretical lectures of about 2.5h each (on Monday, Tuesday, Wednesday, Thursday).
On the final course day (Thursday), an interactive lecture is foreseen for (1) Q&A with the objective of optimal exam preparation, and (2) a joint and encompassing revie
Independent work
Reference manual 's readings18,00   self-study of the course theory (slides, articles) and cases, on a continuous basis, in preparation of the exam
Independent study
Group Project6,00   3 written case study assignments, made in class and in team (1h20 class time per case study under supervision of the responsible teacher + 40 min. preparation time for case reading at home per case study)
Charge de travail globale de l'étudiant36,00  

Méthodes pédagogiques

  • Presentation
  • E-learning
  • Project work
  • Interactive class
  • Case study
  • Coaching


The overall grade is determined by (1) a written exam, consisting of Multiple-choice (theory) & Open questions (theory + cases) and accounting for 70%, and (2) group assignments accounting for 30%, comprising written reports on 3 case studies. Peer assessments can be taken into consideration.The exam is open-book, on an individual basis and will be provided to the students after the last class on Thursday. Within 3 working days, the students provide their personal, completed exam to the teacher by email.

In each lecture, the student will be challenged to answer some Multiple-choice and open questions pertaining to the theory addressed in that day's lecture. These questions are not obligatory (and will not be directly graded), but mainly serve to formative assessment purposes (i.e., to offer the student the opportunity to check his acquired knowledge already as the course progresses). Students that hand in such 'bonus questions' presented in class, will receive a 'round-up' correction on their final grade to reward in class participation.

Type de ContrôleDuréeNombrePondération
Final Exam
Written exam1,50150,00
Case study6,00330,00
Continuous assessment
TOTAL     100,00


  • Textbook: Aaker, D.A. and McLoughlin, D. (2010). Strategic Market Management. Global Perspectives (1st Ed.), John Wiley & Sons Ltd. (West Sussex, UK), ISBN: 978-0-470-68975-2. -

Ressources internet

  • IESEG Online

    Slides of the course lectures will be provided, before each lecture, on the school's intranet site
    • Additional academic articles on Strategic Marketing Management to enrich the theoretical framework in the textbook can be provided online as well
    • The practical part of the course is based on case studies (e.g., Harvard Business Review cases), which are also posted online.

* Informations non contractuelles et pouvant être soumises à modification
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