06240663 - Marketing strategy implementation

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

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

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 

Individual grade

Written test, 2h 
Case study + Open questions

Other grade
Group presentation during class 

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