Marketing - Vente
06240663 - Marketing strategy implementation
Niveau de diplôme | |
---|---|
Crédits ECTS | 5 |
Volume horaire total | 27 |
Volume horaire CM | 12 |
Volume horaire TD | 15 |
Responsables
- PHOUNTOUCOS Mégane
Objectifs
This course aims to introduce to students some tools needed to design and develop relevant market strategies to deal with the challenges of global market system dynamics. The course covers three main topics: (1) how to create and deliver a super customer value proposition; (2) how to achieve market leadership with a distinct value proposition; and (3) how to manage the customer asset and brand asset.
Estimation of private study (outside of contact hours): 10 hours
TARGETED KNOWLEDGE AND SKILLS
By the end of this course, students should be able to:
Identify and develop customer insights
Design business models for customer value leadership
Understand the complexity of national and global markets
Analyze and design a sustainable marketing strategy
Estimation of private study (outside of contact hours): 10 hours
TARGETED KNOWLEDGE AND SKILLS
By the end of this course, students should be able to:
Identify and develop customer insights
Design business models for customer value leadership
Understand the complexity of national and global markets
Analyze and design a sustainable marketing strategy
Contenu
COURSE OUTLINE
Module I: Introduction to Marketing Strategy
Module II: Strategic Analysis of the Market Environment
Module III: Value Proposition Design
Module IV: Marketing Strategy Implementation & Control
Module I: Introduction to Marketing Strategy
Module II: Strategic Analysis of the Market Environment
Module III: Value Proposition Design
Module IV: Marketing Strategy Implementation & Control
Bibliographie
PRESCRIBED TEXTS AND PUBLICATIONS
1. Brooks, C. (2016). Marketing with Strategic Empathy: Inspiring Strategy with Deeper Consumer Insight. London: Kogan Page
2. McDonald, M. and Hugh, W. (2011). Marketing Plans: How to Prepare Them, How to Use Them. London: Wiley & Sons
1. Brooks, C. (2016). Marketing with Strategic Empathy: Inspiring Strategy with Deeper Consumer Insight. London: Kogan Page
2. McDonald, M. and Hugh, W. (2011). Marketing Plans: How to Prepare Them, How to Use Them. London: Wiley & Sons
Contrôles des connaissances
Individual grade
Written test, 2h
Case study + Open questions
Other grade
Group presentation during class
Written test, 2h
Case study + Open questions
Other grade
Group presentation during class
Informations complémentaires
The course consists of 4 lectures and 6 cases discussions
PRE-REQUISITES IN TERMS OF KNOWLEDGE AND SKILLS
Students must have passed the Marketing and Principles of Management courses.
ADVISED PRIOR READING
Ries, A. and Trout, J. (2001). Positioning: The battle for your mind. New York: McGraw Hill
Guéguen, N. (2017). Psychologie du consommateur : Pour mieux comprendre comment on vous influence. Paris : Flammarion
RESOURCES AVAILABLE
Books from the university library
PRE-REQUISITES IN TERMS OF KNOWLEDGE AND SKILLS
Students must have passed the Marketing and Principles of Management courses.
ADVISED PRIOR READING
Ries, A. and Trout, J. (2001). Positioning: The battle for your mind. New York: McGraw Hill
Guéguen, N. (2017). Psychologie du consommateur : Pour mieux comprendre comment on vous influence. Paris : Flammarion
RESOURCES AVAILABLE
Books from the university library
Formations dont fait partie ce cours
Renseignements pratiques
iaelyon
Université Jean Moulin
1C avenue des Frères Lumière
CS 78242
69372 Lyon cedex 08
Tél. : +33 (0)4 78 78 70 66
Sur Internet
Université Jean Moulin
1C avenue des Frères Lumière
CS 78242
69372 Lyon cedex 08
Tél. : +33 (0)4 78 78 70 66
Sur Internet
Stages et carrières
Stages, alternance, emploi : entreprises, déposez vos offres à destinations des étudiants et diplômés de l'iaelyon, consultez le calendrier des stages et la CVthèque.
► Accès U3e
► Accès U3e
Mise à jour : 5 décembre 2023