Strategic Marketing

 

 CODE      693SMK
 YEAR     MME3
 ECTS CREDITS 4
 LANGUAGE     English
 AVERAGE NUMBER OF STUDENTS 30
 SEMESTER      1 & 2
 CONTACT HOURS 30 HOURS
 STUDENT PREPARATION 45 HOURS


COURSE OBJECTIVES :

  • To develop participants awareness of the underlying strategic stages taken in the development of a marketing strategy
  • To analyse the different models in strategic marketing
  • To provide an understanding of the way of elaborating a marketing strategy
  • To integrate core marketing theories with creativity principles to generate new concepts of products or services
  • To help students apply creative different frameworks for generating product and service
  • ideas within organisations


COURSE DESCRIPTION :

  • Segmentation, targeting  positioning and the marketing  mix
  • roduct life cycle
  • Management de la demande primaire
  • Analysis OF  effective management practice to support creativity within organisations
  • Methodologies for translating concepts into new products or services

 

 

 

BIBLIOGRAPHY :

G. et al (2002). “International Marketing and Export Management” (4th Ed). FT-Prentice-Hall. Album
DOYLE “Marketing Management”. Wiley
PORTER. M (Nov-Dec 1996). "What is Strategy?". Harvard Business Review.
ROGER. A., KERIN Robert, PETERSON. A. (2001). “Strategic Marketing Problems : cases and comments” (9th Ed). Prentice Hall
CHIROUZE Yves (1995). “Le marketing stratégique”. Ellipses marketing
LAMBIN Jean-Jacques (1990). « Le marketing stratégique, une perspective européenne » (3rd Ed). Ediscience international BIBLIOGRAPHY : www.cyberlibris.com
GILLIGAN Colin, WILSON, Richard M. S.(2005). “Strategic Marketing Management : Planning, Implementation and Control”.
Elsevier Science & Technology Books

PEDAGOGICAL METHODOLOGY :
(lecture, tutorials etc…):

ASSESSMENT :    
Tests :
Participation : 30%
Written course work : 20%
Viva :
Final exam :    50 %