Duration
30h Th
Number of credits
Lecturer
Language(s) of instruction
English language
Organisation and examination
Teaching in the second semester
Schedule
Units courses prerequisite and corequisite
Prerequisite or corequisite units are presented within each program
Learning unit contents
The course on Strategic Marketing Seminar can be considered as an intermediate marketing course, positioned between different marketing courses, and focusing on a strategic understanding of marketing as a discipline. This course builds on insights from the undergraduate marketing courses and will further advance your knowledge in marketing. At the end of the seminar, you shall be able to apply key frameworks, theories and tools to analyze marketing-related issues in a strategic and analytical way to support the decision-making process.
Learning outcomes of the learning unit
The course focuses on designing strategies from the market back to create, deliver, and sustain customer value in competitive and dynamic markets. To do so, this course deals with a comprehensive investigation and analysis of all major components of marketing strategy and their integration.
- Strategy (KLO1): Establish a strategy in order to optimize the value chain of a company
- Implementation (KLO2): Take charge of the everyday management of a company, and more especially of a project related to strategic marketing by analyzing one's managerial practice with a critical and ethical mind
- Communication (KLO4): Communicate efficiently about a company
-
Adaptability (KLO5): Adapt one's managerial practice to the needs of a fast-evolving world...
... being conscious of its societal, economic, political, and environmental issues.
... showing curiosity and a scientific precision of academic level.
... showing creativity, autonomy, and entrepreneurial spirit.
... developing one's expertise in a lifelong learning perspective.
Prerequisite knowledge and skills
Students should have a good proficiency level in spoken and written English.
A basic marketing course in marketing and/or knowledge of the basic concepts of marketing is useful
Planned learning activities and teaching methods
The course is structured around core and advanced topics on strategic marketing. Specifically, the course will focus on the following content.
- Introduction and reminder of situation analyses
- Core Topic 1: Focus on the purpose: Vision, Mission, Values, Finding your why (Simon Sinek)
- Core Topic 2: Focus on the Customers: Customer analysis, customer lifecycle, cluster analysis, segmentation, segment attractiveness, targeting, customer profile, personae, ...
- Core Topic 3: Focus on the Competitors: Competition analysis, competitive strategies
- Core Topic 4: Focus on the value proposition: value proposition design, competitive advantage (incl. Porter Matrix), Purple cow framework, differentiation & positioning, positioning map, ...
- Core Topic 5: Focus on Strategic Management: Market environment analysis (incl. Pestel), SWOT analysis, Product lifecycle, Growth strategies (Ansoff Matrix), BCG Matrix, Brand strategies, Internationalization
- Advanced Topic 1: Consumer Experience and Customer Journeys
- Advanced Topic 2: Innovation Marketing & New Product Development
- Advanced Topic 3: Sustainable Strategic Marketing
- Advanced Topic 4: Digital Marketing
- Serious Game "C'Real Store"
Mode of delivery (face to face, distance learning, hybrid learning)
Face-to-face course
Blended learning
Further information:
Most of the courses will be taught in class; 1-2 session.s will be online (interactive learning path online). The last two sessions will be dedicated to the serious game. Students can participate either in class or remotely. A Teams link will be provided to students wishing to participate remotely.
Course materials and recommended or required readings
Platform(s) used for course materials:
- LOL@
Further information:
Documents will be posteod on Lola
Exam(s) in session
Any session
- In-person
written exam ( multiple-choice questionnaire, open-ended questions )
Written work / report
Further information:
First session of examination (January)
-
Individual evaluation (60%) - The Strategic Marketing Seminar examination in January is a written individual exam with Multiple choice questions and Open questions covering the different topics of the courses covered in class.
Exam questions will be multiple choice questions with only one correct answer out of four answer possibilities as well as open quesitons on the covered topics. - Group evaluation (business game report) (40%): At the end of each business game session, students have to hand in a report (as a group).
Second session of examination:
- Individual written exam in case you didn't pass the exam in January (60%)
- Group report in case you didn't pass the group evaluation (business game report) (40%)
- The grade of the continuous tests won't be part of the final grade in session 2.
Work placement(s)
Organisational remarks and main changes to the course
(See the document available on Lola for all guidelines related to the organization of the seminar)
Contacts
Instructors:
Nathalie DUMONT and Nadia STEILS