Marketing Strategy

Bachelor Management Innovation et Humanités

50 hours
10 ECTS credits

Aims and Summary

This module aims to develop the student’s critical understanding of marketing strategy. The module builds on the previous marketing planning knowledge, and aims to provide a critical insight into the marketing frameworks studied to date. The module intends to use contemporary strategic marketing theory and practice to provide students with an insight into how this contributes to the development of competitive advantage. The module will also enable students to apply contemporary marketing theory to address organizational challenges (Digital, CSR).

Intended Module Learning Outcomes

On completion of this module, the student should be able to:

Critically evaluate the contribution of strategic marketing to the overall strategic management of organizations and the pursuit of sustainable competitive
Critically debate the various strategic marketing frameworks and concepts to the strategic planning process.
Critically review the considered judgement in assigning priorities and determining objectives in specific organizational
Critically apply diagnostic and creative skills in the marketing: planning, implementation, and control processes in a variety of different organizational situations including the service sector and not for profit organizations