Description
This course introduces students to advanced concepts in strategic marketing and research in this field. It aims to challenge students' thinking about strategic marketing and its role in organizations. The course integrates theory and practice.
Multiple topics will be covered, including the following: the evolution of marketing and its logic; the dynamics of market systems; the value creation process; internal and external environment analysis; business evaluations and performance; strategic marketing agility; marketing and other business units; and marketing ethics.
Themes covered
Understanding and defining the market
Firms and their external environments
Competitor analysis and blue ocean strategy
Consumer power in the marketplace
Change innovation and strategic marketing response
Strategic Marketing: planning assessment and control
Ethics changing cultures and firms' adaptability
Strategic Marketing Other firms' functions and firm's expansion
Advancing the future of strategic marketing
Important notes
Course in French : MARK 60108