Aims

- The objective of this course is to learn how a strategic marketing orientation can help the companies to develop and market products that better answer to the needs of consumers.
- The course will focus on the marketing concepts that can help develop a very good strategic marketing analysis. A difference will be made between strategic marketing and operational marketing.
- Students will have to develop a thorough marketing approach. They will have to analyse many different business situations where a marketing approach is needed.

Main themes

The aim of this course is to develop students' ability to carry out marketing reasoning, and to familiarise them with the main decisions of operational marketing.

Content and teaching methods

CONTENT
The course covers two main parts :
- A fisrt part adressing the development of the strategic marketing approach and the role of marketing in the firm, the economy and the society.
- A second part adressing the different decisions that need to be made by the marketeer : choice of brands, products, distribution network, pricing and communications decisions

METHODS
The course is based on lectures and case studies.

Students will have to prepare a case, in groups of 5, that will apply the concepts that have been viewed in class and applied to a concrete business case.

Other information (prerequisite, evaluation (assessment methods), course materials recommended readings, ...)

1. EVALUATION
The evaluation will be based on a written exam and a group project.

2. REFERENCE

A syllabus will cover the key slides given during class and the reference book is : LAMBIN JJ, CHUMPITAZ R, de MOERLOOSE (2005), Marketing stratégique et opérationnel, 6°ed. Dunod .

Other credits in programs