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IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
Course for exchange studentsTransversal/annéesS1S2English
Professeur(s) responsable(s)K.WILLEMS

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

1. Understand and apply the strategic marketing notions, models and terminology
2. Comprehend the role that marketing can play in the strategy of a business
3. Identify and explain strategic marketing problems in real-life business cases
4. Set up a plan to conduct the necessary strategic analyses (external and internal) to make informed marketing decisions
5. Formulate strategic marketing advice to businesses

Contenu du cours

We start by defining business strategies and positioning the role of marketing therein.
Students will learn frameworks and methods to analyze (1) customers, (2) competitors, (3) (sub-)markets, (4) the environment, and (5) the company internally.
Students will be familiarized with strategic marketing terminology – such as ‘sustainable competitive advantage’, ‘value propositions’, ‘brand equity’, ‘innovation’, and ‘synergy’.
These theoretical learnings will enable students to identify strategic options, which are to be implemented on a real-life business case.
Students will play the role of Business Consultants, providing a strategic marketing recommanded action plan to achieve business targets.

Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class8,00  
Independent work
Independent study
Group Project12,00  
Estimated personal workload6,00  
Charge de travail globale de l'étudiant40,00  

Méthodes pédagogiques

  • Presentation
  • Research
  • Project work
  • Interactive class
  • Case study
  • Coaching


Participation, project work, and presentation. Note: you are expected to both attend and participate daily in order to earn the participation points. Absences require medical documentation to be presented and submitted to the instructor during the week of the course in order to avoid any grade penalties.

Type de ContrôleDuréeNombrePondération
Oral presentation0,50130,00
Group Project8,00130,00
Continuous assessment
Final Exam
TOTAL     100,00


  • 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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