Strategic Marketing

Description

This course aims to deepen understanding of the principles and methods of strategic marketing applied in organizations. It explores the various stages of strategic analysis, from studying the environment and consumer behavior to formulating relevant positioning and defining sustainable competitive advantages. Students will learn to use decision-support tools (SWOT analysis, BCG matrix, segmentation-targeting-positioning, market research) and evaluate levers enabling a company to guide its medium- and long-term strategic choices. Through real cases and simulations, the course develops students' ability to recommend coherent, innovative marketing strategies aligned with business objectives. 40% continuous assessment / 60% final exam. Learning objectives: Master strategic marketing analysis tools: analyze a market, its trends, and competitive environment; effectively use segmentation, targeting, and positioning methods to support strategic marketing decisions. Build and recommend relevant marketing strategies: develop marketing strategies integrating offer, perceived value, positioning, and competitive advantage; formulate well-argued strategic recommendations adapted to a company or brand's situation.