Description du cours

Intitulé de l'Unité d'Enseignement

Strategic Marketing

Code de l'Unité d'Enseignement

21GE022

Année académique

2024 - 2025

Cycle

MASTER

Nombre de crédits

Nombre heures

Quadrimestre

Pondération

Site

Anjou

Langue d'enseignement

Anglais

Enseignant responsable

Objectifs et contribution de l'Unité d'Enseignement au programme

This course contributes to elevate the knowledge level of students in the area of strategic marketing.

This course will allow students :
- to understand & master the fundamental key concepts of strategic marketing
- to identify and explain major trends and their impact on companies’ marketing strategy, including environmental, societal, technological & consumer related trends
- to describe and explain the key elements that are part of a situation analysis
- to define and explain the constitutive elements of a marketing strategy
- describe and explain the major marketing frameworks that support both situation analysis and marketing strategy
- to develop their awareness of the importance of being critical actors towards marketing methods

Prérequis et corequis

arts ma- Mastering the English language
- Keeping up to date with current economic and business affairs

Description du contenu

1. Introduction to Marketing
2. Marketing Strategy
3. Customer Insights
4. Market & Competition
5. Branding, Reputation & Purpose driven marketing
6. Transformative Marketing
7. Digital & Social Media
8. Emerging Technologies
9. New Operating Models

Méthodes pédagogiques

- Ex-cathedra course, in person, with explanation of theoretical concepts illustrated by numerous concrete examples & cases
- Participation of Guest speakers illustrating the subject matter sharing their experience
- Polls & quizzes
- Q&A

Mode d'évaluation

Students are requested to
- present a written exam on the ex-cathedra courses, including content from all guest speakers
- students are requested to present a work group assignment where they analyse the marketing strategy of a brand of their choice (written document and potential oral presentation in group)

Weighting :
- written exam (70%)
- workgroup assignment (30%)

Références bibliographiques

Cfr. course programme