Visualisation plan de cours
2026 / 2027
EM09GM07
Marketing Strategy and Applications
Programme
PGE PGE4 FI
Semestre
A
Coefficient
2
Volume horaire
Face à face : 20 H
Travail personnel indicatif : 40 H
Discipline
Marketing
Nombre de places
45
Cours ouvert aux étudiants visitants
Oui
Langue d'enseignement
Anglais
Responsable
ROEDERER
Liste des intervenants
| Intervenant(s) | Volume horaire | ||
|---|---|---|---|
| Nada MAANINOU | nada.maaninou@em-strasbourg.eu | 20 h CM |
Discipline
Marketing
Descriptif
This course aims to introduce students to the role of product manager and to provide an understanding of marketing strategy and the operational aspects of its implementation.Through case studies, students will learn concepts and methods ranging from market analysis and new product creation to the development of communication and distribution strategies.
Please note: attendance policy: attendance is compulsory for all sessions.
In case of an unjustified absence, one point per absence will be deducted from the student's group mark.
Bonus points may be added to the individual examination mark, depending on the exercises set during certain sessions.
MAC
Analyser et critiquer une vision stratégique et managériale dans un contexte incertain/Analyse and critically assess a s
10 ECTS
Organisation pédagogique
Face-to-face
- Lectures- Tutorials
- One-to-one tutoring
In group
- Exercises- Oral presentations
- Projects
- Case studies/texts
Interaction
- Discussions/debatesObjectifs pédagogiques - COGNITIVE DOMAIN
A l'issue du cours, l'étudiant(e) devrait être capable de / d'...
- apply marketing concepts and methods (e.g. SWOT, Kapferer's prism, perceptual map, etc.)
- implement key marketing strategies (e.g. brand positioning, communication mix, etc.)
- analyze the marketing environment
- determine the categories and degrees of product, marketing, process and organisational innovations
- interpret the main indicators of consumer and distributor panels
Objectifs pédagogiques — Objectifs de développement durable (ODD)
ODD portés par la politique RSO de l'EM.
Plan / Sommaire
| Session | Session Title (Marketing Strategies and Applications) |
| ------- | ------------------------------------------------------------------------------------------------------------------- |
| 1 | Introduction to Strategic Marketing (STP) and Operational Marketing |
| 2 | Understanding the Market (1 hour) + New Fruita Case (individual assignment) using the Marketing Wizard bot (1 hour) |
| 3 | Product and Service Innovation |
| 4 | Services Marketing (7Ps) + Focus on the Customer Journey and Phygital Experiences |
| 5 | Marketing Communication |
| 6 | Case Presentation by the CUISINELLA Team (SCHMIDT GROUPE) |
| 7 | Distribution |
| 8 | Brand and Brand Equity (1 hour) + Group Follow-up on the Case Study (1 hour) |
| 9 | Pricing |
| 10 | A3 Poster Session (7minutes per group: 5-minute pitch + 5-minute Q&A) |
| ------- | ------------------------------------------------------------------------------------------------------------------- |
| 1 | Introduction to Strategic Marketing (STP) and Operational Marketing |
| 2 | Understanding the Market (1 hour) + New Fruita Case (individual assignment) using the Marketing Wizard bot (1 hour) |
| 3 | Product and Service Innovation |
| 4 | Services Marketing (7Ps) + Focus on the Customer Journey and Phygital Experiences |
| 5 | Marketing Communication |
| 6 | Case Presentation by the CUISINELLA Team (SCHMIDT GROUPE) |
| 7 | Distribution |
| 8 | Brand and Brand Equity (1 hour) + Group Follow-up on the Case Study (1 hour) |
| 9 | Pricing |
| 10 | A3 Poster Session (7minutes per group: 5-minute pitch + 5-minute Q&A) |
Prérequis nécessaires
Connaissances en / Notions clés à maîtriser
Basic marketing course (segmentation-targeting-positioning approach).Supports pédagogiques
Mandatory tools for the course
- Computer- Reference manuals
Documents in all formats
- Case studies/textsMoodle platform
- Upload of class documents- Interface to submit coursework
- Assessments
- Coaching/mentoring
Adossement à la recherche
Bibliographie/références académiques
Batat, Wided. 2022. “What Does Phygital Really Mean? A Conceptual Introduction to the Phygital Customer Experience (PH-CX) Framework.” Journal of Strategic Marketing 32 (8): 1220–43. https://doi.org/10.1080/0965254X.2022.2059775. Roederer, Claire, Tony Valentini, Fatine Bouqlila, Dounia Dahab, and Ilaria Dalla Pozza. 2026. “AI-Driven Phygitalization: Enhancing Customer and Employee Experience for Improved Well-Being in Financial Services.” Journal of Macromarketing, February 12, 02761467251415501. https://doi.org/10.1177/02761467251415501Travaux de recherche de l'EM
- Roederer, C. et Guicquel, I. (2016), Marketing, Les Essentiels du Sup, Vuibert, Paris. - Huaman-Ramirez, R., Maaninou, N., Merunka, D., & Cova, V. (2020). How do consumers perceive old brands? Measurement and consequences of brand oldness associations. European Business Review. [CNRS cat. 3 / FNEGE rang 3 / HCERES] - Huaman-Ramirez, R., & Merunka, D. (2019). Brand experience effects on brand attachment: the role of brand trust, age, and income. European Business Review. Vol. 31, n° 5, 2019 [CNRS cat. 3 / FNEGE rang 3 / HCERES] - Chailan, C. (2018). Art as a means to recreate luxury brands' rarity and value. Journal of Business Research, 85, 414-423.[CNRS cat. 2 / FNEGE rang 2 / HCERES]Modalités d'évaluation
Liste des modalités d'évaluation
Evaluation finale 1
Compétence mesurée
Non renseignée
Seconde chance
Compétence mesurée
Non renseignée
Evaluation finale 2
Séance n° 10
Compétence mesurée
ILO1.1-PGE, ILO1.3-PGE, ILO2.1-PGE, ILO2.3-PGE
Seconde chance
Séance n° 10
Compétence mesurée
ILO1.1-PGE, ILO1.3-PGE, ILO2.1-PGE, ILO2.3-PGE