The Course targets students already familiar with the notion of marketing plan and its intrinsic key decisions/tools. Students typically acquire such notions in a Principles of Marketing Course or during the Marketing Tutorial that we offer before the beginning of our Master programmes.
This perspective on marketing—as both a discipline and a practice—is however limited since: (1) it relies upon the idea of marketing as just a science; (2) it thus reduces marketing to a list of dos and don’ts; and (3) it limits marketing role to supporting organizational market competitiveness and profitability.
This Course aims at:
The Course is organized as follows:
PART I. FRAMING CUSTOMER CENTRICITY IN MARKETING
Class 1 Customer centricity logic
Class 2 Presentation of the brief
Class 3 First in-class tutorship: market analysis
Class 4 Customers and their roles
Class 5 Customer lifetime value
Class 6 Customer experience
Class 7 Professional speaker
Class 8 From customer advocacy to brand communities
PART II. MARKET ANALYSIS LOOKING FOR INNOVATION
Class 9 Second in-class tutorship: customer insights
Class 10 Cultural innovation
Class 11 New products and product strategy
Class 12 Research methods supporting innovation and creative thinking
Class 13 Professional speaker
PART III. RETHINKING MARKETING STRATEGY
Class 14 Third in-class tutorship: marketing innovation strategy
Class 15 Marketing reloaded
Class 16 Segmentation reloaded
PART IV.BUILDING AND DELIVERING VALUE FOR CUSTUMERS
Class 17 Go to market strategy: channel and retailing
Class 18 Fourth in-class tutorship: marketing cultural strategy
Class 19 Marketing communication
Class 20 Sustainable distribution
Class 21 Fifth in-class tutorship: go-to-market strategy
Class 22 Professional speaker
Class 23 Price and value
Class 24 Sixth in-class tutorship: communication strategy
Class 25 Servicescape
Class 26 Class finals
Class 27 Coaching for class winners
Class 28 General final
Assessment is based on both an individual written exam (50% of the final grade) and group project (50%).
Detailed evaluation criteria are set at the beginning of the course.
Peer evaluation will be granted upon request.