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Marketing strategy and planning

Code Cours
2324-FGES-MKT-EN-3001
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Establishment
Faculté de Gestion, Economie & Sciences Licences
Language of instruction
French, English
This course occurs in the following program(s)
Bachelor Degree in Economics and Management - Crédits ECTS:
Training officer(s)
Fatma GÜNERI, Tom DE VISSCHER
Period
S5

Présentation

Goal

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


Modalités

Forms of instruction

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.

Evaluation

Ressources

Bibliography

<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||||||