Marketing stratégique

This course aims to provide students with an overview of the strategic marketing process and the knowledge and understanding of the different strategic marketing tools. 
The course covers the following topics:

• Introduction to strategic marketing
• Analysis of the internal and external environment
• Consumer behavior (and the notion of experience)
• Segmentation, targeting, and positioning
• Introduction to Market research
• Growth strategies

The course also includes a series exercises and additional readings linked to the topics covered during the different sessions. TP sessions are also organized in the context of the group assignment to develop during the semester. 

At the end of this course, students should be able to:

• Understand the role of marketing in different types of organisations (for profit and non-profit)
• Master the different steps of the strategic marketing process
• Understand how to integrate sustainability considerations in the (strategic) marketing process
• Understand the role of market research
• Think critically about strategic marketing
• Put theory into practice through various exercises and a group assignment

The course is composed of theoretical sessions as well a series of TP sessions which will cover exercises and the group assignment. 
The course takes place on campus and is not recorded. 

References, bibliography, and recommended reading

There are no mandatory reading for this course. However, the course is based in part on the following textbooks (recommended readings):

• Kotler P., Keller K., Manceau D. and Hemmonet-Goujot A. (2019), Marketing Management, 16th edition, Pearson France. 
• Sargeant A. (2009), Marketing Management for Nonprofit Organizations, 3rd edition, Oxford University Press. 
• Dekhili S., Merle A., and Ochs A. (2021), Marketing durable, Pearson France. 

The course website on UV will also be regularly updated with additional readings for the course. 

Course notes

• Université virtuelle

Contacts

Catherine Janssen
catherine.janssen@ulb.be

Campus

Solbosch

Method(s) of evaluation

• written examination
• Group work

written examination

• Open question with short answer
• Open question with developed answer

Group work

In the context of the TP sessions and the group work, students will be asked to develop a strategic marketing plan for a new product. The obective of this group work is to evaluate the quality of the understanding and critical perspectives with respect to the theory covered by the course. 

Mark calculation method (including weighting of intermediary marks)

• 60% written exam 
• 40% group work

The exam will cover all theory sessions as well as the assigned additional readings. It will be composed of open questions (theory and based on case studies). The objectives of the exam are to assess students' theoretical knowledge as well as their ability to apply theory to concrete company cases. 

Language(s) of evaluation

• french