Strategic Marketing

Diplômes intégrant cet élément pédagogique :


Understanding the stakes and missions of strategic marketing is the main objective of this course. The students will have to understand the notion of SBUs (Strategic Business Units) and its impact on the definition of a marketing strategy. They will learn about the main tools usually used to run a global diagnosis about the considered market and make decisions out of it. They will thus learn how to take into account the influence of the macro- and micro-environment, the strengths and weaknesses of the organization’s marketing mix, and their interpretations based on the main decision-making matrixes. Finally, through the use of recent cases and articles, the students will also learn about the main strategic orientations that are used on both B2B and B2C markets. At the end of the semester, they will be able to analyze a strategic marketing situation and make relevant recommendations (both strategic and operational) in order to support the firm’s orientations

Modalités de contrôle des connaissances

Session 1 ou session unique - Contrôle des connaissances

NatureTypeNature d'évaluationDurée (min)Coeff.
Matière Ecrit et/ou Oral100%

Informations complémentaires

Langue(s) : Français