Actualités et agenda
Nos formations
Présentation
The course provides the basic elements of marketing planning and implementation. It is an advantage if the students are familiar with the marketing planning, vision and organizational structure of the companies. Also their knowledge on the real company cases would facilitate the interactivity during the classes.
Marketing is a crucial activity for the companies, specifically in order to share the brand and the product values with the clients on the right time and the right place. This course provides an overview of different theories for analyzing various aspects of marketing planning and implementation as well as gives practical examples to simulate possible company stories with their marketing activities happening in the real world:
• Company value and marketing
• Marketing planning
- • The strategic marketing and marketing implementation
Course Outline
*Understanding marketing value and Competitive Advantage
Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships
How does marketing affect customer value?
Phases of Value Creation and Delivery
Marketing Strategy: Creating Value for Target Consumers
Products, Services, and Brands: Building Customer Value
* Developing marketing strategies and Plans :
the basics of marketing strategy »
*The strategic marketing planning : Theory and Practise
How is strategic planning carried out at different levels of the organization?
What does a marketing plan include?
*Marketing implementation, organizational change and internal
marketing strategy
Strategy: from formulation to implementation
The nature of the competitive market environment
The codification of marketing strategy analysis in terms of three strategies,
four boxes and five forces
C. Exercises: analysis of case studies
In order to
Digital Marketing Strategy
Case - Elaborating a new marketing plan with some digital plans.
How can we elaborate a digital marketing plan?
NATU - Netflix -UBER - Tesla-Airbnb
Case - Analysis of marketing’s strategies
How Netflix, Uber, Tesla and Airbnb represent the new generation of web giants?
Focus on social media strategies.
Phys Digital - Mixing Physique - Digital Case - Catalogues vs. Smart Catalogues (Virtual Reality / 3D Product Representations)
How physique and digital are mixed in marketing strategies?
Example of smart catalogues.
Future of stores, new retailing places
Case
From Consumers to Prosumers : New Targets and New Products
Case
Modalités
Lectures
The first part (1,5H) is dedicated to present the main theoretical frameworks to analyze, whereas in the second part the students are engaged in a small case study or group work to put in practice the content explained.
Case study exercises- Practical Courses
Different case studies will be proposed and discussed in class in order to apply the theories learnt during the lectures. The cases are useful to let the students tackle a practical problem which can arise in a company, mainly dealing with marketing planning.
Ressources
<b>The Marketing Book</b>|| <b>Fifth Edition</b>|| Edited by|| MICHAEL J. BAKER, OXFORD|||| <b>Principles of Marketing, 17eme Global Edition </b>|||| Philip Kotler, Northwestern University|| Gary Armstrong, University of North Carolina; Marc Oliver Opresnik, St. Gallen Management Institut||||||