Advanced Marketing Planning
EM4R5M06
Program
PGE
PGE 3A - Operational and Strategic Marketing (SOMKT)
PGE 3A - Operational and Strategic Marketing (SOMKT)
UE
Strategic marketing
Semester
B
Discipline
Marketing
Contact hours
27 H
Number of spots
45
ECTS
5
Open to visitors
Yes
Language
Coordinator
Cedric GROSSMANN
List of lecturers
| Lecturer(s) | Contact hours - lecture | |
|---|---|---|
| Cedric GROSSMANN | cedric@mkngconsulting.com | 27 h |
Pedagogical contribution of the course to the program
LEARNING GOAL 1 : Students will master state-of-the-art knowledge and tools in management fields in general, as well as in areas specific to the specialized field of management. |
|---|
| Students will identify a business organization’s operational and managerial challenges in a complex and evolving environment. |
| Students will understand state-of-the-art management concepts and tools and use them appropriately. |
| Students will implement appropriate methodologies to develop appropriate solutions for business issues. |
| LEARNING GOAL 2 : Students will develop advanced-level managerial skills. |
| Students will work collaboratively in a team. |
| Students will participate in a decision-making process in a critical way. |
| Students will communicate ideas effectively, both orally and in writing, in a business context. |
| LEARNING GOAL 4: Students will study and work effectively in a multicultural and international environment. |
| Students will demonstrate written and oral competency in two foreign languages. |
| Students will analyze business organizations and problems in a multicultural and international environment |
Description
This course aims to address the role of marketing in strategy development and offers a focus on competitive positioning and market choices.Teaching methods
Face-to-face
- LecturesIn group
- Projects
Interaction
No items in this list have been checked.Others
No items in this list have been checked.Learning objectives
Cognitive domain
Upon completion of this course, students should be able to- - (level 1) define marketing resources as the foundation for differentiation
- - (level 2) explain Explain resource capabilities
- - (level 4) analyze - Analyze generic routes to competitive advantage creation
- - (level 6) develop Develop a structured analysis and recommendations to optimize stragegic marketing choices
Affective domain
Upon completion of this course, students should be able toNone affective domain have been associated with this course yet
Outline
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 seminarNo prerequisite has been provided
Knowledge in / Key concepts to master
Basic knowledge and understanding of marketing general conceptsTeaching material
Mandatory tools for the course
- ComputerDocuments in all formats
- Syllabus
Moodle platform
No items in this list have been checked.Software
No items in this list have been checked.Additional electronic platforms
No items in this list have been checked.Recommended reading
The Plan-As-You-Go Business Plan. Author: Tim Berry Successful Business Plan: Secrets & Strategies– September 16, 2010 by Rhonda Abrams
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
EM Research: Be sure to mobilize at least one resource
Textbooks, case studies, translated material, etc. can be enteredNo reading material has been provided.
Assessment
List of assessment methods
Intermediate assessment / continuous assessment 1Other (date, pop quiz, etc.) : NC
Oral / Group / English / Weight : 60 %
Details : Students will solve the "Arty Store " case study develop an analysis of the market, and the competitive positioning of the company, and recommend action for developing a SCA
This evaluation is used to measure LO1.1, LO1.2, LO1.3, LO2.1, LO2.2, LO2.3
Oral / Group / English / Weight : 60 %
Details : Students will solve the "Arty Store " case study develop an analysis of the market, and the competitive positioning of the company, and recommend action for developing a SCA
This evaluation is used to measure LO1.1, LO1.2, LO1.3, LO2.1, LO2.2, LO2.3
Final evaluationExam week
Written (60 Min.) / Individual / English / Weight : 40 %
Details : Final exam on class content (open questions)
This evaluation is used to measure LO1.1, LO1.2, LO2.1, LO2.2, LO2.3
Written (60 Min.) / Individual / English / Weight : 40 %
Details : Final exam on class content (open questions)
This evaluation is used to measure LO1.1, LO1.2, LO2.1, LO2.2, LO2.3