ECUE Business strategy

ECUE's code : IMEBST

This course belong to UE Business international 1 (6 ECTS) which contains 3 ECUE

Structure

EUR ELMI

Disciplinary domain

Sciences économiques

Campus

Campus Saint Jean d'Angély

Course's level

Master 1

Semester

Semestre pair

Language

Anglais

Understand the different marketing strategies, the tools needed to develop them and deploy

them for the preparation of a marketing plan. A particular focus will be on innovation, the

market access strategy for new products and the emergence of a new business model

concept.

No prerequisite

By the end of this course, I should be able to...

1 - Strategic Marketing concepts and tools

a. Importance of market segmentation and market targeting

b. Various marketing strategies based on cost, focusing, adaptation, differentiation,

Coopetition
2 - How to choose a strategy

a. Analyzing the internal constraints (Organizational, industry sectors…)

b. Analyzing the external constraints (Customers, competitors, market evolution…)

c. Using McKinsey matrix during a real case study
3 - Marketing Plan

a. Small team work – Applying marketing strategy to a self-chosen product

b. Including class presentation and discussion
4 - Innovation – New Paradigm to differentiation

a. Sustaining innovation versus disruptive innovation

b. Understanding customers issues to find potential needs

c. Startups trajectory to new markets

d. Blue ocean theory

Important

This syllabus has no contractual value. Its content is subject to change throughout this year: be aware to the last updates