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MARKETING STRATEGY AND COMPANY OBSERVATION

2017-2018

IESEG School of Management ( IÉSEG )

Code Cours :

1718-IÉSEG-M1S2-MKT-MA-TE29UE

MARKETING


Niveau Année de formation Période Langue d'enseignement 
Master1S2English
Professeur(s) responsable(s)N.DEMOULIN
Intervenant(s)Dr. Elke Cabooter, Benjamin Boeuf


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,
- to segment a market and to interpret 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.


Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class14,00  
Tutorials18,00  
Independent work
E-Learning8,00  
Independent study
Estimated personal workload30,00  
Group Project30,00  
Charge de travail globale de l'étudiant100,00  

Méthodes pédagogiques

  • Tutorial
  • Presentation
  • E-learning
  • Interactive class
  • Case study
  • Coaching


Évaluation

The assessment will be based on a MCQ (20%) about the online sessions, the performance at the end of Markstrat (40%) and the final presentation of the Markstrat firm's strategy (40 %)

Type de ContrôleDuréeNombrePondération
Continuous assessment
QCM0,30320,00
Others
Individual Project1,00040,00
presentation
statement1,00040,00
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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