Ce cours apparaît dans les formations suivantes :
• IÉSEG > IESEG Degree - Programme Grande École > Semester 2 > 4,00 ECTS

Pré requis

Students must have knowledge about basic concepts in marketing and in strategy. They must be able to conduct the situation analysis for a company. Students must also have statistical competencies (mainly descriptive statistics) and be able to use Excel.

Objectifs du cours

At the end of the course, the student should be able to:
- use the appropriate techniques and display expertise in the marketing field
- analyze industries, competitors and to identify companies' competitive advantages,
- master segmentation methods and be able to segment a market,
- to interpret a perceptual map
- determine market segments attractiveness, to select a market coverage strategy and position a marketing offer.

Contenu du cours

The central objective of this course is to help students to understand processes needed to build a market-driven strategy and its impacts on company performance. This course focuses on the concepts, practices and tools that underlie marketing decisions in the areas of segmentation, positioning, targeting, and their operational consequences in terms of product, price, channels, and communications. MARKSTRAT will give students the opportunity to design and implement a marketing strategy.

Modalités d'enseignement

Organisation du cours

Méthodes pédagogiques

• Case study
• Coaching
• E-learning
• Interactive class
• Presentation
• Tutorial

Évaluation

The assessment will be based on a MCQ (20%) about the online sessions, the performance at the end of Markstrat (40%) and the final presentation of the Markstrat firm's strategy (40 %).

Bibliographie

• Larréché J-C, Gatignon H. and Trilet (2010), Markstrat: Student Handbook, StratX. -

Ressources internet

• Ieseg Online

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