OUR ACADEMIC DEPARTEMENTS |
Lesson details
MARKETING STRATEGY AND COMPANY OBSERVATION | |||
2018-2019 | EnIESEG School of Management
(
IÉSEG
)
| ||
Class code : | 1819-IÉSEG-M1S2-MKT-MA-TE29UE | MARKETING |
Level | Year | Period | Language of instruction |
---|---|---|---|
Master | 1 | S2 | EnEnglish |
Academic responsibility | E.CABOOTER |
---|---|
Lecturer(s) | Dr. Benjamin Boeuf, Dr. Elke Cabooter, Catherine Reffet |
- This class exists in these courses :
- IÉSEG > IESEG Degree - Programme Grande École > Semester 2 > 4,00 ECTS
Prerequisites
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.
Learning outcomes
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.
Course description
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.
Class type
Class structure
Type of course | Numbers of hours | Comments | |
---|---|---|---|
Independent work | |||
Reference manual 's readings | 8,00 | ||
E-Learning | 15,00 | ||
Face to face | |||
Interactive class | 12,00 | ||
Tutorials | 18,00 | ||
Independent study | |||
Estimated personal workload | 23,00 | ||
Group Project | 24,00 | ||
Total student workload | 100,00 |
Teaching methods
- Case study
- Coaching
- E-learning
- Interactive class
- Presentation
- Tutorial
Assessment
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 %).
Type of control | Duration | Number | Percentage break-down |
---|---|---|---|
Continuous assessment | |||
QCM | 0,30 | 3 | 20,00 |
presentation | |||
statement | 2,00 | 1 | 40,00 |
Others | |||
Group Project | 24,00 | 0 | 40,00 |
TOTAL | 100,00 |
Recommended reading
- Larréché J-C, Gatignon H. and Trilet (2010), Markstrat: Student Handbook, StratX. -
Internet resources
* This information is non-binding and can be subject to change