ECUE Business strategy

Code de l'ECUE : IMEBST

Ce cours appartient à UE Business international 1 (6 ECTS) qui contient 3 ECUE

Structure

EUR ELMI

Domaine disciplinaire

Sciences économiques

Lieu d'enseignement

Campus Saint Jean d'Angély

Niveau du cours

Master 1

Semestre

Semestre pair

Langue

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.

Pas de prérequis

A la fin de ce cours, je devrais être capable de...

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

Ce syllabus n’a aucune valeur contractuelle. Son contenu est susceptible d’évoluer en cours d’année : soyez attentifs aux dernières modifications.