Visualisation plan de cours 2026 / 2027

EM4W5M10

Strategic Marketing Planning for Competitive Advantage

Programme

PGE PGE5 Marketing, Brand & Customer Experience

Semestre

Coefficient

Volume horaire

Face à face : 25 H

Travail personnel indicatif : 50 H

Discipline

Marketing

Nombre de places

Cours ouvert aux étudiants visitants

Oui

Langue d'enseignement

Anglais

Responsable

Cedric
GROSSMANN

Liste des intervenants

	Intervenant(s)	Email	Volume horaire
	Cedric GROSSMANN	c.grossmann@unistra.fr	25 h CM

Discipline

Marketing

Descriptif

This course aims to address the role of marketing in strategy development and offers a focus on competitive positioning and market choices.

MAC

Développer une vision stratégique et managériale dans un contexte incertain/Develop a strategic and managerial vision in

12 ECTS

Contribution pédagogique du cours au programme

Develop impactful management using the latest knowledge and tools in the fields of management
Determine a strategic and managerial vision in a complex, uncertain and changing environment
Design solutions adapted to organizational problems by applying relevant methodologies
Develop advanced managerial skills for responsible leadership
Co construct a managerial and organizational culture through collaboration and team projects
Defend own ideas effectively, both orally and in writing, with a professional attitude
Adopt a responsible leadership attitude by taking an active role in one's own development and that of one's teams
Practice impactful management in a multicultural and international environment, driven by a "European mindset"
Communicate in a professional context in (foreign) languages, in writing and/or orally

Objectifs pédagogiques - COGNITIVE DOMAIN

A l'issue du cours, l'étudiant(e) devrait être capable de / d'...

determine marketing resources as the foundation for differentiation
evaluate resource capabilities
develop Develop a structured analysis and recommendations to optimize stragegic marketing choices
integrate generic routes to competitive advantage creation

Objectifs pédagogiques — Objectifs de développement durable (ODD)

ODD portés par la politique RSO de l'EM.

Plan / Sommaire

The course is based on Hooley et al. (2017) Marketing strategy and competitive positioning, Pearson 6th ed.
1.) Marketing resources as the foundation for differentiation
Value-creating disciplines
The resource-based view of the firm
Creating and exploiting marketing assets
Developing marketing capabilities
Resource portofolios
2) Creating sustainable competitive advantage
advantage creating resources
resource imitability ladder
generic routes to competitive advantage
3) Case sudy seminar

Prérequis nécessaires

Connaissances en / Notions clés à maîtriser

Basic knowledge and understanding of marketing general concepts

Supports pédagogiques

Mandatory tools for the course

- Computer

Documents in all formats

- Syllabus

Adossement à la recherche

Bibliographie/références académiques

Further reading : http://www.entrepreneur.com/businessplan/index.html https://www.sba.gov/writing-business-plan https://www.gov.uk/write-business-plan http://www.barclays.co.uk/Startupsupport/Writingasmallbusinessplan/P1242559649359

Modalités d'évaluation

Liste des modalités d'évaluation

? Evaluation intermédiaire / contrôle continu 1

Séance n° nc

Ecrite et orale (15 min) / En groupe / Anglais / Pondération : 50%

Compétence mesurée

ILO1.1-PGE, ILO1.3-PGE, ILO2.1-PGE, ILO2.3-PGE, ILO2.4-PGE, ILO4.1-PGE

✓ Evaluation finale 2

Semaine d'examens

Ecrite (60 min) / Individuelle / Anglais / Pondération : 50%

Compétence mesurée

ILO1.3-PGE, ILO4.1-PGE

✓ Seconde chance

Semaine d'examens

Ecrite (60 min) / Individuelle / Anglais / Pondération : 50%

Compétence mesurée

ILO1.3-PGE, ILO4.1-PGE