MARK0781-2

Duration

30h Th

Number of credits

	Master in management, teaching focus (Réinscription uniquement, pas de nouvelle inscription)	5 crédits
	Master in management, professional focus in Banking and Asset Management	5 crédits
	Master in management, professional focus in Financial Analysis and Audit	5 crédits
	Master in management, professional focus in global supply chain management	5 crédits
	Master in management, professional focus in Intrapreneurship and Management of Innovation Projects	5 crédits
	Master in management, professional focus in international strategic marketing	5 crédits
	Master in management, professional focus in social and sustainable enterprise management (Réinscription uniquement, pas de nouvelle inscription)	5 crédits
	Master in management, professional focus in Management of Organisations and Social Dynamics	5 crédits
	Master in management, professional focus in strategy and human resource management (Réinscription uniquement, pas de nouvelle inscription)	5 crédits
	Master in management, professional focus in Social Enterprise Management and Transition	5 crédits
	Master in management (60 ECTS)	5 crédits
	Master of education, Section 4: Economics	5 crédits
	Extra courses intended for exchange students (Erasmus, ...)	5 crédits

Lecturer

Nathalie Dumont, Nadia Steils

Language(s) of instruction

English language

Organisation and examination

Teaching in the second semester

Schedule

Schedule online

Units courses prerequisite and corequisite

Prerequisite or corequisite units are presented within each program

Learning unit contents

This course aims to provide students with an intermediate-level understanding of marketing, with a specific emphasis on its strategic dimensions. Building on knowledge acquired in undergraduate marketing courses, it deepens both theoretical and practical insights into the discipline. Upon successful completion of the seminar, students will be able to apply key frameworks, theories, and tools to analyze marketing-related issues, critically assess marketing decisions from a strategic and systemic perspective, and support managerial decision-making through structured and analytical reasoning.

Learning outcomes of the learning unit

The course focuses on designing strategies that start from market needs and work backward to the company. The learning objective is to enable students to understand and master how to create, deliver, and sustain customer value in competitive and dynamic environments. The course provides a comprehensive investigation and analysis of the major components of marketing strategy and their integration.

Key Learning Outcomes (KLOs):

Strategy (KLO1): Establish a strategy to optimize a company's value chain.

Implementation (KLO2): Manage the day-to-day operations of a company, with a specific focus on projects related to strategic marketing, by analyzing managerial practices with a critical and ethical mindset.

Communication (KLO4): Communicate effectively about a company.

Adaptability (KLO5): Adapt managerial practices to the needs of a fast-evolving world by being aware of societal, economic, political, and environmental issues ; demonstrating curiosity and academic-level rigor ; showing creativity, autonomy, and an entrepreneurial spirit ; continuously developing expertise in a lifelong learning perspective.

Prerequisite knowledge and skills

Students should have a good proficiency level in spoken and written English.
A basic marketing course in marketing and/or knowledge of the basic concepts of marketing is useful

Planned learning activities and teaching methods

The course is structured around core and advanced topics on strategic marketing. Specifically, the course will focus on the following content.

Introduction : Defining Strategic Marketing
Core Topic 1 Focus on Business Analysis
Core Topic 2: Focus on Customers
Core Topic 3: Focus on Competitors
Core Topic 4: Focus on the Purpose
Core Topic 5: Focus on the Value Proposition
Advanced Topic 1: Customer Experience
Advanced Topic 2: Innovation Marketing
Advanced Topic 3: Sustainable Marketing
Advanced Topic 4: Digital Marketing
Serious Game "C'Real Store"

Mode of delivery (face to face, distance learning, hybrid learning)

Face-to-face course
Blended learning

Further information:

Most of the sessions will be taught in class, unless otherwise required. Two sessions will be dedicated to the serious game. Students may participate either in class or remotely. A Teams link will be provided for those who choose to join online.

Course materials and recommended or required readings

Platform(s) used for course materials:
- LOL@

Further information:

Documents will be posted on Lola

Exam(s) in session

Any session

- In-person

written exam ( multiple-choice questionnaire, open-ended questions )

Written work / report

Further information:

First Examination Session (June)

Individual evaluation (70%) - The Strategic Marketing Seminar exam in January is a written exam consisting of multiple-choice and open-ended questions, covering the various topics discussed in class.
Group evaluation (business game report) (30%) - At the end of each business game session, students must submit a group report.

Mandatory requirement: Students must obtain at least 10/20 in the individual exam in order to pass the course. If the individual exam is failed, the group report will not be considered, and the final grade will be equal to the grade obtained in the individual exam. This rule applies to both the first and the second examination sessions.

Second Examination Session

Individual evaluation (70%) - Written exam for students who did not pass the January exam.
Group evaluation (30%) - Submission of the business game report for students who did not pass the group assessment.
The grades from continuous assessments are not included in the final grade for the second session.

Work placement(s)

Organisational remarks and main changes to the course

(See the document available on Lola for all guidelines related to the organization of the seminar)

Contacts

Instructors:

Nathalie DUMONT and Nadia STEILS

Strategic Marketing Seminar