Marketing strategies [ NELMA2409 ]
5.0 crédits ECTS
30.0 h
1q
| Language |
French
|
Place
of the course |
Namur
|
| Prerequisites |
Introduction to marketing
You should have a genuine interest in learning about marketing, as this is a challenging, comprehensive track. One of the key aspects of a successful strategic marketer is the ability to look at old problems in a new way. This means that you should have a flexible attitude and not be afraid to try new approaches. Marketing is also about building relationships with customers and reaching them on an emotional level. So you should have strong interpersonal skills and enjoy working in a team.
.
Are you an analytical thinker with a desire to succeed in the world of international marketing? Do you know what role marketing plays in international business? Have you ever wondered why customer relationships are so important to business success? Do you want to find out how marketing can be utilised to create the most value? Strategic Marketing will answer these questions and many more.
|
| Aims |
Consumers have an ever greater amount of choice. This means that marketing needs to be increasingly strategic in order to capture and retain consumer attention and loyalty. The Strategic Marketing track explores a range of marketing components, such as brand management, product development and international marketing. These are all studied from the perspective of how they create value for customers and help build relationships with them.These are essential if companies are to remain competitive
The contribution of this Teaching Unit to the development and
command of the skills and learning outcomes of the programme(s) can be
accessed at the end of this sheet, in the section entitled
“Programmes/courses offering this Teaching Unit”.
|
| Evaluation methods |
Students evaluation will be based on case studies, the performance of their Markstrat company and their final report (their strategy and their recommendations for the future).
|
| Teaching methods |
The course will include lecture and tutorials. Students will solve case studies in groups. Markstrat will give the opportunity to students to design a marketing strategy and to implement it by making decisions about the products characteristics, price, communication and distribution. Students can launch new products on an existing market and on a new market.
The main methods used in this course are:
Problem Based Learning pedagogy
PRESENTATION(S)
LECTURE(S)
|
| Content |
State-of-the art literature published in the leading marketing journals. A detailed literature list will be available online (Webcampus).
|
| Bibliography |
The core concepts will be the situation analysis, the SWOT analysis, the portfolio matrices, marketing objectives, the marketing strategy (segmentation, targeting, competitive positioning strategies), the design of a marketing strategy adpated to each market (new market entry, growing market, mature and declining market)
|
| Other information |
Table des matières
1. The strategic Marketing planning
2. The situation analysis
2.1. The customer analysis
2.2. The internal analysis
2.3. The industry analysis
2.4. Competitor analysis
2.5. Analysis of distributors and suppliers
3.From analysis to strategy
3.1. The Swot Analysis
3.2. The Portfolio analysis
4.Marketing objectives and marketing strategies
4.1. Market segmentation and choice of a target group
4.2.2. Competitive positioning strategies
4.2.1. Creating sustainable competitive advantage
- Achieving cost leadership
- Achieving differentiation
4.2.2. Positioning strategies
- Informational positioning
- Transformational positioning
4.3. Formulating marketing strategies
4.3.1. Marketing strategies for new market entries
4.3.2. Strategies for growth markets
4.3.3. Strategies for Mature and Declining markets
|
Cycle et année
d'étude |
> Master [120] in Management
> Master 120 of arts in Business engineering
> Master 60 of arts in Management
> Master [60] in Management
> Master in Management, Teaching Focus
> Master [120] in Business engineering, professional focus
> Master [120] in Management, Professional Focus
|
Faculty or entity
in charge |
> EAFN
|
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