Ce cours apparaît dans les formations suivantes :
• IÉSEG > IESEG Degree - Programme Grande École > Semester 2 > 2,00 ECTS

Pré requis

This is a capstone course with the aim of helping students integrate what they have learned about the analytical tools and the four Ps of marketing in previous courses within a broader framework of completive strategy.

Objectifs du cours

At the end of the course the student should be able to :
comprehend the strategic decision making process
• understand the relationship between corporate, business-level and marketing strategies
• assess the firm’s environment and the competition
• know the bases for a company to achieve a sustainable competitive advantage
• develop appropriate marketing strategies based on the company’s resources
• select appropriate marketing strategies and associated marketing tactics for new market entries, for growth markets, for mature and declining markets.

Contenu du cours

Introduction to strategy
• Corporate strategy and business strategy
• The strategic role of marketing
• Opportunity analysis
• Strategic completive advantage
• Strategic market positioning decisions
• Marketing strategies for new market entries
• Strategies for growth markets
• Strategies for mature and declining markets

Modalités d'enseignement

Organisation du cours

Méthodes pédagogiques

• Case study
• Interactive class
• Project work

Évaluation

Students’ performance will be assessed through in class quizzes/exercises, a group project and a comprehensive written exam.

Bibliographie

• Walker, Orville and John Mullins (2014), Marketing Strategy: A Decision-Focused Approach, 8th ed. McGraw-Hill/Irwin. -

• Ferrell, O. C. and Michael Hartline (2012), Marketing Strategy, Cengage Learning. -

• Cravens, David and Nigel Piercy (2012), Strategic Marketing, McGraw-Hill/Irwin. -

Ressources internet

• IESEG Online