This class exists in these courses :
• Faculté de Gestion, Economie & Sciences - Masters - Master 1 Marketing & Responsible Cocreation - S1 - 4 ECTS

Learning outcomes

The course “Operational Marketing” builds on the classic examples, core concepts, and logical structure with the fast paced globalization:
the increasing role of corporate social responsibility; advances in technology, e-commerce, and digital communication: the growing impact
of social media, and the widespread use of data analytics, marketing automation, and artificial intelligence have disrupted many industries
and have opened doors to new business models.
The course will go over operational marketing managers efforts to harmonize the organization’s objectives, capabilities, and resources
with marketplace needs and opportunities.
The course will go over the analytical approach of analyzing the recurring problems in marketing management, going over the marketing
principles, strategies, and practices.
The course will go over the strategic thinking to the complete spectrum of marketing: products, services, persons, places, information,
ideas, and causes; consumer and business markets; profit and nonprofit organizations; domestic and foreign companies; small and large
firms; manufacturing and intermediary businesses; and low- and high-tech industries as well KPIs, budget line items, projects, tasks, and
the individuals responsible.
Over the course a lot of case studies will be covered with an emphasis on the emerging, consumer hungry Asian market.

Course description

1. FUNDAMENTAL OF OPERATIONAL MARKETING
Defining Marketing for the New Realities
Developing Marketing Strategies and Plans
2. CAPTURING MARKETING INSIGHTS
Gathering Information and Scanning the Environment
Conducting Marketing Research and Forecasting Demand
3. CONNECTING WITH CUSTOMERS
Creating Customer Value, Satisfaction, and Loyalty
Analyzing Consumer Markets
Analyzing Business Markets
Identifying Market Segments and Targets
4. BUILDING STRONG BRANDS
Creating Brand Equity
Crafting the Brand Positioning
Dealing with Competition
5. SHAPING THE MARKET OFFERINGS
Setting Product Strategy
Designing and Managing Services
Developing Pricing Strategies and Programs
6. DELIVERING VALUE
Designing and Managing Integrated Marketing Channels
Managing Retailing, Wholesaling, and Logistics
7. COMMUNICATING VALUE
Designing and Managing Integrated Marketing Communications
Managing Mass Communications: Advertising, Sales Promotions,
Managing Personal Communications: Direct and Interactive Marketing, Word-of-
Mouth, and Personal Selling
8. CREATING SUCCESSFUL LONG-TERM GROWTH
Introducing New Market Offerings
Tapping into Global Markets

Class type

Class structure

lecture, interactive lecture and case based learning

Teaching methods

Assessment

Recommended reading

• 
  
  • Aaker D.A. (2009), Strategic Market Management, 9th edition, Wiley.
  
  
  
  � Keller K. (2012), Strategic Brand Management : building, measuring and managing, brand equity – 4th edition, Pearson, � Kotler P. & Keller K (2015), Marketing Management – 15th edition, Prentice Hall, � Kotler P., Armstrong G., Harris L. & Piercy N.F. (2013), Principles of Marketing – 6th, edition, Pearson