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This course focuses on strategy and marketing, especially for mass-consumption products. Nevertheless, others sectors (B2B industry, service…) will also be studied to provide a vision as large as possible. Thus our learning objectives are:
1. Understanding the fundamental principles of strategy and marketing
2. Developing analytical and decision-making capacities in term of marketing and strategic planning
3. Providing an universal, multi-sectors, and international approach, while using case studies and highlighting business practices based on experience
Contact Aurélie CATEL, Karine SAMUEL, Alexandre ETUY, Maud DAMPERAT
Prerequisites
None
STRATEGY
MARKETING
50% final exam
50% Oral presentation
GLOBAL = 50% STRATEGY + 50% MARKETING
N1= 50% NOTE STRATEGIE + 50% NOTE MARKETING
N2= 50% NOTE STRATEGIE + 50% NOTE MARKETING
Kotler, Keller, Manceau (2012), Marketing management, Pearson.
Laurence Lehmann-Ortega, Frédéric Leroy, Bernard Garrette, Pierre Dussauge, Rodolphe Durand, Strategor, Dunod, 2013
Johnson G., Whittington R., Scholes K., Angwin D., Régner P., Fréry F. : Stratégique, 10e édition, Pearson, 2014.
Leroy Frédéric, Les stratégies de l'entreprise, Dunod, collection Les Topos, Paris 2004.
Chan K.W., Mauborgne R., Stratégie Océan Bleu: Comment créer de nouveaux espaces stratégiques, Village Mondial, 2013.
Date of update January 15, 2017
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