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IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
Professeur(s) responsable(s)N.DEMOULIN
Intervenant(s)Nathalie DEMOULIN

Pré requis

Students must have taken a Marketing Management course

Objectifs du cours

At the end of the course, the student should be able to:
- make strategic decisions (Segmentation, positioning, R&D, resource allocation)
- to understand segments expectations
- to (re)position a product based on perceptual maps
- to design a product to fit with customers expectation using perceptual maps and conjoint analysis
- make operational decisions (price, production planning, sales force, retailing, communication, market research studies)
- design and implement marketing strategies.
This course is not accessible to students of the marketing track who will be in Lille or Paris during their second semester because they will have a similar course (Marketing Strategy and Company observation).

Contenu du cours

Students will have the opportunity to manage during six periods the marketing department of a company marketing several products in one product category. Students will face
- Segmentation issues in the formulation of marketing strategies. Five segments are considered in the Sonite market, with differing needs and behaviour.
- Positioning issues in the formulation of marketing strategies. The perceptual map which represents graphically brands similarities and preferences is instrumental in illustrating the importance of positioning considerations in the design and monitoring of marketing strategies.

They will manage and expand a product line through the modification of existing brands and the introduction of new ones. Each firm manages a product portfolio and can develop new product/market strategies.
They will manage the interaction between marketing and R&D to develop products with specific physical characteristics.

Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class2,00  
Independent work
Reference manual 's readings4,00  
Independent study
Group Project12,00  
Charge de travail globale de l'étudiant36,00  

Méthodes pédagogiques

  • Tutorial
  • Presentation
  • E-learning
  • Project work
  • Interactive class


The performance of each team as well as their presentation of their marketing strategy at the end of the game will account for 80 % of the final grade.

Type de ContrôleDuréeNombrePondération
Continuous assessment
Group Project0,00140,00
TOTAL     100,00


  • Larréché J-C, Gatignon H. and Trilet (2010), Markstrat: Student Handbook, StratX - -


Ressources internet

* Informations non contractuelles et pouvant être soumises à modification
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