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| GEST0038-1 | Strategic Marketing (HD) | ||||||||
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| Duration : | 30h Th | ||||||||
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| Holder(s) : | N... | ||||||||
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| Substitute(s) : | Michel Schoonbroodt | ||||||||
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| Course contents : | The course is devoted to difficult marketing decisions on which the future of a company depends. It is based on a sequential approach in which we move from the company's general strategy to its market strategy and to its position on the market. It provides a conceptual framework to which managers can refer when they have to develop strategic marketing plans. | ||||||||
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| Course objective : | To examine the problems a marketing professional has to face, namely how to segment a market, to establish a strategic diagnosis, to develop a market position and strategy. In other words, how to guide a company towards those activities which offer the best potential in terms of growth and profitability. | ||||||||
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| Prerequisites : | To have passed the examination on operational marketing (for the students of Licences en Gestion dEnterprise) | ||||||||
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| Workshops : | A (compulsory and graded) group project. | ||||||||
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| Organization : | Interactive course with case studies, 1st term | ||||||||
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| Written notes : | A syllabus is available Optional references : LAMBIN J.-J., Le marketing stratégique, Ediscience DURO R. et SANDSTROM B., Stratégies guerrières en marketing, Editions d'organisation | ||||||||
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| Assessment : | A written exam, the group project, and personal involvement in case discussions. | ||||||||
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| Contacts : | Professor : J. MARENNE Service Marketing (bte 34), Bvd du Rectorat, 7 (B31), 4000 Liège Tel. : 04/366.31.80 et 04/366.27.21 e-mail : isabelle.francois@ethias.be Website: http://www.egss.ulg.ac.be/marketing Secretary : Cl. BROSE, Bât. B31, Local II/54 Tel. : 04/366.27.21 Website : http://www.egss.ulg.ac.be/marketing | ||||||||
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ULg : Students and Studies Administration - Academic Affairs
Contact : Monique Marcourt, direction A.E.E.
Date of data : 27/02/2006
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