Plan de cours Marketing Strategy SEDI

Plan de cours
Marketing Strategy
SEDI - Master 1
2017/2018 (2e semestre)
Enseignant
Nom Patrick SURE
Bureau Téléphone
Courriel [email protected]
Objectifs de l’enseignement
To re-enforce marketing principles knowledge
To understand the various marketing strategy
Pré-requis
Aucun
Plan Sommaire
1) Marketing concepts and tools
a. Defining Marketing
b. Segmentation and target Markets
c. Marketing Mix
d. SWOT analysis
2) Marketing Strategies
a. Cost strategy
b. Focusing strategy
c. Adaptationstrategy
d. Differentiation strategy
3) Marketing Plan
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
5) Social media and e-business
a. Using social media as a marketing tools
b. Understanding business model
Eléments Bibliographiques
- Marketing Management (15th Edition) by Philip T. Kotler, Kevin Lane Keller
- The Innovator’s solution – Clayton M. Christensen, Michael E. Raynor