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 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