Study programme 2018-2019Français
Cases in Marketing Strategy
Programme component of Master's Degree in Management à la Warocqué School of Business and Economics
CodeTypeHead of UE Department’s
contact details
UW-MM-SCGEST-008-MOptional UESCOUBEAU ChantalW727 - Marketing et Communication
  • ARNONE Laurent
  • MASSET Julie

of instruction
of assessment
HT(*) HTPE(*) HTPS(*) HR(*) HD(*) CreditsWeighting Term
  • Anglais
Anglais04500066.001st term

AA CodeTeaching Activity (AA) HT(*) HTPE(*) HTPS(*) HR(*) HD(*) Term Weighting
W-MAKO-031Cases in Marketing Strategy045000Q1100.00%
Programme component

Objectives of Programme's Learning Outcomes

  • Mobilise expertise in at least one area of management.
    • Master the principal decision-making processes of a company.
    • Mobilise acquired skills in a specific professional environment.
    • Contribute to the development of innovative tools and solutions.
  • Professionally communicate and present original work both orally and in writing.
    • Conduct scientific reasoning on complex or innovative management issues.
    • Communicate and interact in a clear and structured manner, orally and in writing, on issues, analyses and projects.
    • Present and structure data in a clear, precise, neutral, and non-oriented way.
  • Act in an international and multicultural context.
    • Assimilate the components of the social and economic environment of a company.
    • Communicate and interact in a clear and structured manner, orally and in writing in at least one other language other than French, on issues, analyses and projects.
    • Demonstrate an open mind and adaption.
  • Collaborate within a team and exercise leadership.
    • Contribute to the coordination and animation of a team, by putting in place the most effective means of collaboration in a given situation.
    • Listen to team members and encourage expressing a shared opinion. Accept and discuss a different point of view than theirs.
    • Plan activities so as to best utilise the time available.
  • Be independent and regularly adapt to new contexts.
    • Demonstrate independence and persevere, despite the difficulties or initial errors, to find an optimal solution.
    • Monitor knowledge and methodological approaches in order to evolve their thinking and practice.
    • Assess their practices and be able to question it.
  • Understand interactions between companies and their socio-economic environments.
    • Master and appropriately mobilise knowledge and methodological approaches to understand and explain interactions between companies and their environment.
    • Assimilate the components of the social and economic environment of a company.

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.

More specifically:
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.

Prior Experience

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

  • Presentation and/or works

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

  • Presentation and/or works
  • Oral examination

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)

  • N/A

Q1 UE Resit Assessment Comments (BAB1)

Not applicable

Type of Teaching Activity/Activities

AAType of Teaching Activity/Activities
  • Exercices de création et recherche en atelier
  • Etudes de cas

Mode of delivery

AAMode of delivery
  • Face to face

Required Reading


Required Learning Resources/Tools

AARequired Learning Resources/Tools
W-MAKO-031Articles and readings relevant to the case studies. 
Documentation and relevant materials will be made available online or handed out in class.

Recommended Reading


Recommended Learning Resources/Tools

AARecommended Learning Resources/Tools
W-MAKO-031Not applicable

Other Recommended Reading

AAOther Recommended Reading
W-MAKO-031Not applicable

Grade Deferrals of AAs from one year to the next

AAGrade Deferrals of AAs from one year to the next
(*) HT : Hours of theory - HTPE : Hours of in-class exercices - HTPS : hours of practical work - HD : HMiscellaneous time - HR : Hours of remedial classes. - Per. (Period), Y=Year, Q1=1st term et Q2=2nd term
Date de génération : 02/05/2019
20, place du Parc, B7000 Mons - Belgique
Tél: +32 (0)65 373111