Main themes

A deepening of certain concepts in the first degree course on "Marketing management" (Course MARK 2100), and familiarisation with the tools needed to carry out a strategic marketing analysis.

Content and teaching methods

Content
1. An analytical pre-requirement for strategic planning: The nature of strategic planning of the market, an analysis of market opportunity and of the firm's determination to seize it, and the dynamic of costs (effects of scale and experience).
2. Formal methods of strategic planning: Portfolio analysis, measuring the market and the enterprise's competitiveness, and a comparison between various formal methods of analysis (e.g. BCG, McKinsey and A.D. Little).
3. Creative aspects of planning management: Defining the business, and building bridges with other strategic decisions; the human aspect of planning, and drawing up a strategic plan.
Methodology
The teaching methodology wil be based on three equally important approaches:
- a theoretical analysis of strategic analysis of the market based on published books, courses and case studies;
- a presentation of the practical experience of enterprises thought to be performing well in their respective fields;
- the application of a strategic analysis by groups of five students (maximum).

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

Explanatory bibliographical references.

Other credits in programs