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GEST0234-1

Strategic Marketing

[ version française ]

Duration :30h Th
Credits/ECTS :
2nd year of a management engineering's degree3,5
2nd "licence" in company management4
2nd "licence" in management sciences4
Master in management sciences4
Holder(s) :Charles Pahud de Mortanges
Course contents : The objective of the course is to provide the student with an up-to-date understanding of the meaning and scope of marketing strategy and a framework to manage critical issues of market choice and competitive positioning.

The course is about creating and sustaining superior performance in the marketplace. It focuses on the two central issues in marketing strategy formulation: The identification of target markets and the creation of a differential advantage.

Some of the topics include service quality and relationship marketing, networks and alliances, innovation, internal marketing and market forecasting. Greater emphasis is given to the development of marketing resources and capabilities together with the need to reassess the role of marketing in the organization as a critical process.
Course objective : This Strategic Marketing course is divided into 5 major parts.

  • Part 1:Marketing Strategy is concerned with the fundamental changes that are taking place in how Marketing operates in organizations.
  • Part 2: Competitive Market Analysis deals with the competive environment in which the company operates.
  • Part 3: Identifying Current & Future Competive Positions examines in more detail the techniques available for identifying market segments and current & potential positions.
  • Part 4: Competitive Positions Strategies returns to strategy formulation. Selection of market targets through consideration of market attractiveness and business strength is followed by how to create a defensible position in the marketplace.
  • Part 5: the final part, provides a new perspective on competition for the 21st century. The various topics from the course are drawn together to identify the major changes taking place in markets.
Prerequisites : Operational Marketing
Workshops : Cases analyses (written reports + oral presentation)
Organization : 2nd term - Friday 13:30 - 15:30
Written notes : Lecture slides and other relevant course material will be made available online after the sessions: http://www.marketing.hec.ulg.ac.be/

OBLIGATORY TEXTBOOK
Hooley, Saunders & Piercy, Marketing Strategy and Competitive Positioning, 3rd Edition (2004). Prentice Hall. ISBN: 0-273-65516-7
Assessment : Your course grade will be determined by a Final Written Exam (40%),
and your Case Analyses (50% written reports + 10% oral presentation).
Contacts : Lecturer:
Charles PAHUD DE MORTANGES, Professeur Ordinaire, Ecole de Gestion HEC-ULg
Tel.: +32 (0)4 366 27 68
Office: II.14
E-mail: C.Pahud@ulg.ac.be

Assistant:
Céline BRANDT
Tel.: +32 (0)4 366 46 95
Office: II.15
E-mail: C.Brandt@ulg.ac.be

Secretary:
Claude VODON
Tel.: +32 (0)4 366 27 21
Fax: +32 (0)4 366 28 21
Office: II.54
E-mail: Claude.Vodon@ulg.ac.be




ULg : Students and Studies Administration - Academic Affairs
Contact : Monique Marcourt, direction A.E.E.
Date of data : 27/02/2006
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