UE's Learning outcomes

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.

UE Content

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.

Term 1 for Integrated Assessment - type

• Presentation and works

Term 2 for Integrated Assessment - type

• N/A

Term 3 for Integrated Assessment - type

• Presentation and works
• Oral examination

Resit Assessment for IT - Term 1 (B1BA1) - type

• N/A