Master Strategic Marketing Online

Le programme MSc Strategic Marketing en ligne est composée de deux parties:
• 3 modules de base et 3 modules optionnels
• La recherche intégrative et le Projet d'étude

Strategic Marketing Management

On successful completion of the module, you should be able to:

• Explain and show understanding of the importance of the separate marketing functions, the management of these functions, and how each function affects other functions within and external to the marketing domain
• Make a judgment in the application and adaptation of marketing principles across a wide range of markets
• Engage critically with and evaluate the role of marketing from a general management perspective
• Critically assess marketing key performance indicators and diagnose problems accurately
• Develop and appraise marketing strategies that are holistic in nature and internally congruent in terms of both conceptual and operational requirements of strategic marketing management

• Assessing the competitiveness of the firm: identification of the firm's core competences & development of the firm's competitive advantage
• Assessing the external marketing situation: customer behaviour (revisited), competitor analysis, business intelligence and analysing relationships in the value chain
• Developing marketing strategies: SWOT analysis, strategic marketing planning and portfolio analysis, segmentation, targeting, positioning and competitive strategies and CSR strategy and the sustainable global value chain
• Developing marketing programmes: establishing, developing and managing buyer-seller relationships and product and service decisions, pricing decisions, distribution decisions and communication decisions
• Organising, implementing and controlling the marketing campaign: organizing and implementing the marketing campaign; budgeting and reviewing the marketing campaign

On successful completion of the module, you should be able to:

• Analyse and evaluate current developments in consumer behaviour, market environment and culture through use of relevant case studies
• Critically analyse and distil the results of a consumer research project
• Evaluate the success of current models in predicting the consumer purchase decision
• Analyse patterns and processes of consumer behaviour in the contemporary and international business context
• Critically evaluate consumer and customer management practices in organisations in different sectors

Topic:

• The consumer in marketing management I: consumer psychology; core concepts of consumer behaviour
• The consumer in marketing management II: importance of consumer insight in marketing management; consumer behaviour in global context
• Consumer research: requirements, methods of consumer data collection, ethical issues in consumer research, interpretation and analysis of qualitative and quantitative data
• Personality of consumer and environmental context: demography, psychography and culture, consumer awareness, loyalty and motivation; factors that impact on consumer behaviour, opinion leaders and trendsetters
• Purchase and consumption: purchase decision making process: stages, factors, explanatory models; purchase and consumption behaviour in consumers
• The customer: B2B and B2C and consumers as customers; customer relationship management