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MARKETING STRATEGY AND COMPANY OBSERVATION

2016-2017

IESEG School of Management ( IÉSEG )

Code Cours :

1617-IÉSEG-M1S2-MKT-MA-TE29UE

MARKETING


Niveau Année de formation Période Langue d'enseignement 
Master1S2English
Professeur(s) responsable(s)N.DEMOULIN
Intervenant(s)N.DEMOULIN, B.CLAUS, Elke CABOOTER


Pré requis

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.

Objectifs du cours

At the end of the course, the student should be able to:
- analyze industries, competitors and to identify companies' competitive advantages,
- master segmentation methods and be able to segment a market,
- determine market segments attractiveness, to select a market coverage strategy and position a marketing offer,
- use the marketing analytical tools as well as statistical tools needed to segment a market and to draw a perceptual map.

Contenu du cours

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.

1. The strategic Marketing planning,
2. The situation analysis (the customer analysis, the internal analysis, the industry analysis, competitor analysis, analysis of distributors and suppliers),
3. From analysis to strategy (The Swot Analysis, The Portfolio analysis),
4. Marketing strategy (Market segmentation, Target marketing strategies, Differentiation and positioning).


Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class11,00  
Tutorials21,00  
Independent work
E-Learning12,00  
Reference manual 's readings10,00  
Independent study
Estimated personal workload46,00  
Charge de travail globale de l'étudiant100,00  

Méthodes pédagogiques

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


Évaluation

Students will prepare a project (design the strategy for a company) and they will also manage a company in the Markstrat world. They will be evaluated based on their project, their company performance in Markstrat and their final presentation.

Type de ContrôleDuréeNombrePondération
Continuous assessment
QCM0,50320,00
Others
Group Project20,00040,00
presentation
statement0,50040,00
TOTAL     100,00

Bibliographie

  • 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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