|Study programme 2018-2019||Français|
|Cases in Marketing Strategy|
Programme component of Master's Degree in Management à la Warocqué School of Business and Economics
|Code||Type||Head of UE|| Department’s |
|UW-MM-SCGEST-008-M||Optional UE||SCOUBEAU Chantal||W727 - Marketing et Communication|
|AA Code||Teaching Activity (AA)||HT(*)||HTPE(*)||HTPS(*)||HR(*)||HD(*)||Term||Weighting|
|W-MAKO-031||Cases in Marketing Strategy||0||45||0||0||0||Q1||100.00%|
Objectives of Programme's Learning Outcomes
Learning Outcomes of UE
At the end of this seminar, students will have acquired the skills needed in order to confidently develop, present and implement of a relevant and consistent marketing strategy. The seminar covers the various variables of strategic and operational marketing and explains the specificities of their adaptation in different contexts.
Applying marketing concepts and tools in order to: analyse and contextualise a company's situation; identify the challenges and the opportunities, considering the company's available resources; define strategic and marketing directions and objectives; design a clear, relevant and consistant plan of action in order to meet the defined objectives; present clearly the results of the analysis and the recommendations in an engaging manner.
Content of UE
Mainly based on case studies, combined with relevant readings, students will be asked to apply marketing concepts to complex and contemporary marketing problems including market analysis, segmentation and targeting, positioning strategy, branding strategy and international strategies.
This is an advanced course. Students should have attended a marketing course such as Fondements de Marketing/Principles of Marketing and have a sound understanding of the key principles of marketing.
Type of Assessment for UE in Q1
Q1 UE Assessment Comments
Attendance and participation in class discussions, presentations and group works will count for 100% of the final grade.
Type of Assessment for UE in Q3
Q3 UE Assessment Comments
As a complement of the oral examination (50%), students may be asked to revise some of the assignments realized during the year (50%).
Type of Resit Assessment for UE in Q1 (BAB1)
Q1 UE Resit Assessment Comments (BAB1)
Type of Teaching Activity/Activities
|AA||Type of Teaching Activity/Activities|
Mode of delivery
|AA||Mode of delivery|
Required Learning Resources/Tools
|AA||Required Learning Resources/Tools|
|W-MAKO-031||Articles and readings relevant to the case studies. |
Documentation and relevant materials will be made available online or handed out in class.
Recommended Learning Resources/Tools
|AA||Recommended Learning Resources/Tools|
Other Recommended Reading
|AA||Other Recommended Reading|
Grade Deferrals of AAs from one year to the next
|AA||Grade Deferrals of AAs from one year to the next|