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

Schunck Olivier

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 and master the fundamental key concepts of strategic marketing
- to identify and explain major trends and their impact on companies’ marketing strategy, including economic, 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 formulation
- to develop their awareness of the importance of being critical actors towards marketing methods

Prérequis et corequis

- Mastering the English language

Description du contenu

- Introduction to Marketing
- Marketing Strategy
- Marketing & Customer Research
- Customer-centric Marketing
- Market & Competition
- Brand & Purpose driven marketing
- Transformative Marketing
- Marketing in the Digital Era
- Emerging Technologies
- Agile Marketing Operating Model

Méthodes pédagogiques

- Ex-cathedra course, in person, with explanation of concepts and frameworks illustrated by numerous concrete examples & case studies
- Participation of guest speaker(s) sharing their experience in specific areas of expertise
- Polls, quizzes & interactive activities during class
- Individual readings provided to complement the knowledge and critical views
- Q&A

Mode d'évaluation

- Students will present a written exam covering all materials presented/discussed during the ex-cathedra courses as well as the content from guest speakers. This written exam will consist of two parts: a multiple-choice questionnaire (MCQ) as well as one or several open questions.
- Active and relevant class participation may result in added recognition.

Références bibliographiques

Cfr. course program