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      • MKT-10/ Introduction to Strategic Marketing

      MKT-10/ Introduction to Strategic Marketing

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      André des Forges
      Management, Marketing
      (0 review)
      Free
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      Free
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      COURSE DESCRIPTION 

      Marketing has emerged as a crucial aspect of companies jostling to create a unique mark on customers in a globalised environment where competition is stiff. Through dedicated marketing strategies, companies are able to create new customers and retain old ones – all to generate large revenues using a myriad of practices leading customers to make purchases. This course will break down the process of revenue generation through a combination of case studies, giving students the opportunity to fully appreciate the purpose of marketing in organisations.

      This course will also enable students to develop an insight into core principles of marketing in identifying a company’s brand identity, conducting competition analysis, as well as consumer oriented market research. From setting objectives, to narrowing down tactics and KPIs, the class will simulate real-life corporate decisions that entail the development of a marketing strategy. 

      A key part of the class will be to allow students to design, organise, execute a marketing strategy, and evaluate their chosen marketing tactics, in view of any marketing challenges such as low price competition and market commoditisation. Given the changing landscape of marketing and communication, students will be moulded to think and ideate disruptively to gain competitive advantage. 

      Learning Objectives: 

      • Understanding the basic concepts of marketing
      • Understanding the difference between strategic marketing, tactical marketing and digital marketing
      • Conducting competition review and market research 
      • Designing and building a marketing plan suited to an organisation or industry 
      • Developing and analysing Brand identity in pursuit of a unique brand strategy 
      • Maximising customer value through product /service development through growth strategy 

      Prerequisites: minimum TOEIC score of 650, MGT 010

      DESCRIPTION DU COURS 

      Le marketing est devenu un aspect crucial des entreprises qui se battent pour créer une marque unique sur les clients dans un environnement mondialisé où la concurrence est forte. Grâce à des stratégies de marketing dédiées, les entreprises sont en mesure de créer de nouveaux clients et de fidéliser les anciens – le tout pour générer des revenus élevés en utilisant une myriade de pratiques amenant les clients à faire des achats. Ce cours explique le processus de génération de revenus à travers une combinaison d’études de cas, donnant aux étudiants l’opportunité d’apprécier l’objectif du marketing dans les organisations.

      Ce cours permettra également aux étudiants de développer un aperçu des principes fondamentaux du marketing en identifiant l’identité de la marque d’une entreprise, en effectuant une analyse de la concurrence, ainsi qu’une étude de marché orientée vers le consommateur. De la définition des objectifs à la réduction des tactiques et des indicateurs clés de performance, la classe simulera des décisions d’entreprise réelles qui impliquent le développement d’une stratégie marketing. 

      Une partie essentielle du cours consistera à permettre aux étudiants de concevoir, d’organiser et d’exécuter une stratégie de marketing, et d’évaluer les tactiques de marketing qu’ils ont choisies, compte tenu des défis marketing tels que la concurrence à bas prix et la banalisation du marché. Compte tenu de l’évolution du paysage du marketing et de la communication, les étudiants seront amenés à penser et à concevoir des idées novatrices pour obtenir un avantage concurrentiel. 

      Objectifs : 

      • Comprendre les concepts de base du marketing
      • Comprendre la différence entre le marketing stratégique, le marketing tactique et le marketing numérique.
      • Réaliser une analyse de la concurrence et une étude de marché 
      • Concevoir et élaborer un plan marketing adapté à une organisation ou à un secteur d’activité. 
      • Développer et analyser l’identité de la marque dans la poursuite d’une stratégie de marque unique 
      • Maximiser la valeur pour le client par le développement de produits/services à travers une stratégie de croissance 

      Prérequis : score minimum de 650 au TOEIC, MGT 010

       

      Links to Resources for presentations and summaries: 

      What is strategic marketing: https://blog.hubspot.com/marketing/strategic-marketing-process

      https://opportunitymarketing.co.uk/blog/what-is-strategic-marketing-and-why-is-it-so-important

      https://www.investopedia.com/terms/m/marketing-strategy.asp

      Marketing Vs Strategic Marketing: https://www.insivia.com/whats-the-difference-between-marketing-and-strategic-marketing/

      Strategic Marketing vs Tactical Marketing: https://blog.oxfordcollegeofmarketing.com/2018/11/21/strategic-marketing-tactical-marketing-definitions-differences/

      https://bettermarketing.pub/strategic-vs-tactical-marketing-whats-the-difference-8f69441f3d76

      https://www.coxmarketingsolutions.com/strategic-marketing-vs-tactical-marketing-whats-the-difference/

      Role of Strategic Marketing in an organisation: https://www.berlinsbi.com/blog/career-advice/the-role-of-strategic-marketing-in-an-organisation

      https://www.culturepartnership.eu/en/publishing/strategic-planning-course/strategic-marketing

      What is Competitive Analysis: https://blog.hubspot.com/marketing/competitive-analysis-kit

      https://pestleanalysis.com/marketing-competitor-analysis/

      https://blog.alexa.com/marketing-research/competitive-analysis/

      https://www.campaigncreators.com/blog/competitive-analysis-benefits/

      How to conduct an effective competitive analysis: https://www.brandwatch.com/blog/competitive-analysis/

      https://kayo.digital/news/the-importance-of-a-competitor-analysis

      Market Research: https://www.investopedia.com/terms/m/market-research.asp

      https://www.entrepreneur.com/encyclopedia/market-research

      Market Research Template: https://blog.hubspot.com/marketing/market-research-buyers-journey-guide

      Brand Marketing: https://blog.rebrandly.com/what-is-brand-marketing/

      https://hbr.org/2015/06/a-better-way-to-map-brand-strategy

      https://blog.hubspot.com/blog/tabid/6307/bid/31739/7-components-that-comprise-a-comprehensive-brand-strategy.aspx

      https://inkbotdesign.com/what-is-brand-marketing/

      Marketing debacle: https://www.cbsnews.com/news/30-years-ago-today-coca-cola-new-coke-failure/

      Course Features

      • Lectures 0
      • Quizzes 0
      • Duration 21 hours
      • Skill level All levels
      • Language English
      • Students 0
      • Assessments Yes
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