Strategic Marketing

May 26, 2021

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General description & objective of course

Marketing as a practice is facing unprecedented challenges: a changing media landscape, an increasingly complex customer journey, innovative technologies, start-ups which disrupt traditional channels and a new generation of tech-savvy clients. How should students and practitioners adapt to this shifting landscape and address the skills gap that many of today's marketers face?

The course is aimed at helping students look at the entire marketing mix in light of the strategy of the firm. It is most helpful to students pursuing careers in which they need to look at the firm as a whole. Examples include consultants, investment analysts, entrepreneurs, and product managers.

This course is theory oriented, following a case study teaching methodology or else in order to develop student’s critical thinking regarding Strategic Marketing.

May 26, 2021

Course structure

The first module of the course, What is Marketing Strategy? focuses on the purpose and function of marketing strategy, as well as its relationship to competitive advantage.

The second module, Finding Profit Opportunities, introduces a number of techniques for analyzing the potential of a specific firm in a specific industry. This will involve looking at technology and consumer tests and evaluating the gap between consumer willingness to pay and supplier opportunity cost.

The third module, Creating Competitive Advantage, looks at a number of successful firms and asks how they are and became different. We will continue to look at added value and spend time identifying the resources of these firms.

The fourth module, Challenging Competitive Advantage, looks at a number of situations where smaller firms challenge the advantages of more established competitors. We will look at the options of such challenges in light of the nature of the resources supporting their rivals. In the process we will spend time forecasting competitive dynamics.

The fifth module, Creating Corporate Advantage, explores how the scope of firms are influenced by resources that are shared across products. In particular, we will look at cross selling, umbrella branding, and customer intelligence.

The last module, Using Digital marketing for the best is the part of the process of specifying an organization’s opportunities in order to maximize profits and the digital initiatives. The aim of this part of the course is to expose the digital marketing strategies of firms, and to explain how they use multiple channels to communicate and initiate marketing campaigns. Social media is now key for digital marketing campaigns: videos are going viral; games create the buzz, etc. Social media has changed the way brands and consumers interact.
May 26, 2021

Course Themes
per Session

Session 1: Marketing strategy: introduction and overview

Session 2: Portfolio analysis

Session 3: Market analysis

Session 4: Analysing competition

Session 5: Analyzing the customer in the market place

Session 6: Market Segmentation, Targeting and Positioning

Session 7: Digital Marketing

Session 8: EXAM

May 26, 2021

Course Materials

    Suggested readings

    Strategic marketing planning
    GILLIGAN Colin; WILSON Richard M.S.
    Auteur principal : GILLIGAN, Colin
    Auteur : WILSON, Richard M.S.reference to read
May 26, 2021


10% - Participation
40% - Individually - Synthesis on a studied business case
50% - By group - Project + written/oral presentation
Presentations last 15 minutes each.
May 26, 2021

Student Learning Outcomes

The learning outcomes for this class are:

Analyze: The students will be able to analyze the new trends of Strategic Marketing.

Evaluate: The students will be able to evaluate the good canals and tools to develop a successful Marketing Strategy.

Create: The students will be able to create strategic marketing plans.

May 26, 2021

Graded Course activities

  • Individually, presenting the synthesis of a case of your choice during 5 minutes
  • Writing a case of no more than 2 pages + no more than 2 pages for the teaching note
  • By group, presenting the case and teaching notes during 15 minutes
May 26, 2021


The learner will need to create several accounts on social media platforms, curation platforms and other necessary websites. A familiar use of Internet is necessary.

May 26, 2021

Tie-in-with the corporate world

  • To be equipped with efficient business skills
  • To be entrepreneurially-minded
  • To be a project manager with a strategic overview