OUR ACADEMIC DEPARTEMENTS |
Lesson details
MARKETING STRATEGY | |||
2018-2019 | EnIESEG School of Management
(
IÉSEG
)
| ||
Class code : | 1819-IÉSEG-M1S2-MKT-MA-EI85UE | MARKETING |
Level | Year | Period | Language of instruction |
---|---|---|---|
Master | 1 | S2 | EnEnglish |
Academic responsibility | V.STATHAKOPOULOS |
---|---|
Lecturer(s) | Vlasis Stathakopoulos |
- This class exists in these courses :
- IÉSEG > IESEG Degree - Programme Grande École > Semester 2 > 2,00 ECTS
Prerequisites
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.
Learning outcomes
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.
Course description
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
Class type
Class structure
Type of course | Numbers of hours | Comments | |
---|---|---|---|
Face to face | |||
Interactive class | 16,00 | ||
Independent work | |||
Reference manual 's readings | 16,00 | ||
Total student workload | 32,00 |
Teaching methods
- Case study
- Interactive class
- Project work
Assessment
Students’ performance will be assessed through in class quizzes/exercises, a group project and a comprehensive written exam.
Type of control | Duration | Number | Percentage break-down |
---|---|---|---|
Continuous assessment | |||
Exercises | 0,25 | 2 | 30,00 |
Others | |||
Group Project | 1,50 | 2 | 20,00 |
Final Exam | |||
Written exam | 3,00 | 1 | 50,00 |
TOTAL | 100,00 |
Recommended reading
- 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. -
Internet resources
* This information is non-binding and can be subject to change