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IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
Professeur(s) responsable(s)P.BREDAR
Intervenant(s)Pierre BREDAR

Pré requis

Basics of marketing (research, marketing mix => product, price, promotion, place)

Objectifs du cours

* Comprehend the role that marketing can play in the strategy of a business, and understand the strategic decision making process
* Conduct the necessary strategic analyses (external and internal) to make informed marketing decisions
* Manage the bases for a company to achieve a sustainable competitive advantage
* Formulate appropriate advices to businesses, using marketing concepts and models introduced in this course => diagnose, analyze, recommend.

global learning goals :
1. competence in the field, commitment to quality
2. understaning on environment impacting managerial decisions

Contenu du cours

Corporate strategy, goals & marketing strategy ; Brands and positioning
Identifying opportunities, through environment, market and company analysis
Product-market strategy & sustainable competitive advantage : strategic options
Segmentation, targeting & positioning statement
Concepts of perceived value & brand equity
Methods & tools for decision making
Strategiesfor vairous cases : new markets, growth markets, mature markets, declining markets
marketing plan

Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Independent work
Reference manual 's readings6,00  
Independent study
Group Project12,00  
Charge de travail globale de l'étudiant34,00  

Méthodes pédagogiques

  • E-learning
  • Interactive class
  • Case study


Assessment focuses on student active participation, written final exam and a group case

Type de ContrôleDuréeNombrePondération
Group Project20,00135,00
Final Exam
Written exam2,00165,00
TOTAL     100,00


  • Marketing management - P. KOTLER -

  • Strategic Market Management. Aaker, D.A. and McLoughlin, D. (2010). John Wiley & Sons Ltd -

  • Mercator - LENDREVIE - ed. DUNOD -

  • Harvard Business Review -

  • Articles: Theodore Levitt, Marketing Myopia -

Ressources internet

* Informations non contractuelles et pouvant être soumises à modification
Vidéo : Un campus à vivre
Notre chaîne Youtube