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| MARK0760-1 | Séminaire de marketing stratégique
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| Duration : | 30h Th |
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| Credits/ECTS : |
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| Holder(s) : | Henri Gutman, Jean Tondeur |
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| Language : | Langue française |
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| Course contents : | Concepts are seen as case examples in such fields as :
- Consumer, industrial & service goods
- Profit & non-profit sectors
- Small businesses & big companies
- Different cultural origins (Belgium, France, USA, Japan) |
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| Course objective : | - To master the main traditional concepts of strategic marketing : segmentation, positioning, product portfolio, strategic marketing mix, marketing plan.
- To prepare students for tomorrow `s marketing : the new role of marketing in the company; prime role of execution (field work) vs. traditional planning; the new stakes : market creation, development of customer loyalty, differentiation; technology & its developments in marketing.
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| Prerequisites : | MKTG 552 Marketing |
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| Organization : | Case study & interactive videos.
Group work |
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| Written notes : | David A. Aaker, "Strategic Market Management", Third Edition.
Jean-Jacques Lambin, "Le Marketing Stratégique, Fondements, méthodes et applications", 2e édition, Mc Graw, Hill.
David Mercer, "Marketing", Blackwell Business.
KOTLER & DUBOIS, Marketing Management, 11th Ed., Pearson Education |
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| Assessment : | 1st session assessment : oral examination, quizz, participation; test on reading portofolio, assignments
2nd session assessment : Quizz + case study ( oral exam)
prolonged 2nd session assessment : Quizz + case study ( oral Exam |
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