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IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
Professeur(s) responsable(s)G.DE KERVILER
Intervenant(s)Vlasis STATHAKOPOULOS, Robert MORGAN

Pré requis

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 within a broader framework of completive strategy.

Objectifs du cours

At the end of the course, the student should be able to :
• comprehend the strategic decision making process
• understand the relationship between corporate, business-level and marketing strategies
• assess the firm’s environment and the competition
• know the bases for a company to achieve a sustainable competitive advantage
• develop appropriate marketing strategies based on the company’s resources
• select appropriate marketing strategies and associated marketing tactics for new market entries, for growth markets, for mature and declining markets.

Contenu du cours

• Introduction to strategy
• Corporate strategy and business strategy
• The strategic role of marketing
• Opportunity analysis
• Strategic completive advantage
• Strategic market positioning decisions
• Marketing strategies for new market entries
• Strategies for growth markets
• Strategies for mature and declining markets

Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class16,00  
Independent work
Reference manual 's readings16,00  
Charge de travail globale de l'étudiant32,00  

Méthodes pédagogiques

  • Interactive class
  • Case study


Students’ performance will be assessed through their class participation and a comprehensive written exam.

Type de ContrôleDuréeNombrePondération
Continuous assessment
Final Exam
Written exam3,00170,00
TOTAL     100,00


  • Walker, Orville and John Mullins (2013), Marketing Strategy: A Decision-Focused Approach, McGraw-Hill/Irwin. -

  • Ferrell, O. C. and Michael Hartline (2012), Marketing Strategy, Cengage Learning. -

  • Cravens, David and Nigel Piercy (2012), Strategic Marketing, McGraw-Hill/Irwin. -

Ressources internet

* Informations non contractuelles et pouvant être soumises à modification
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