6 ECTS credits
166 h study time
Offer 2 with catalog number 4016940ENR for all students in the 2nd semester at a (E) Master - advanced level.
We start by clearly defining business strategies and position the role of marketing in strategy.
Subsequently, a thorough introduction in strategic analysis is provided, existing on the one hand of external analysis and on the other hand internal analysis. We offer frameworks and methods for (1) external and customer analysis, (2) competitor analysis, (3) market/submarket analysis, and (4) environmental analysis. Moreover we deal with the analysis of a company’s own strengths and weaknesses, that we confront subsequently with external opportunities and threats.
Once this information is gathered, we are ready to learn more about strategic options and the implementation thereof, on the basis of for example the marketing mix toolkit. Topics such as ‘sustainable competitive advantage’, ‘value propositions’, ‘brand equity’, ‘innovation’, and ‘synergy’ are introduced in order to provide the needed jargon and to offer a structured overview of the instruments available to strategic marketing managers.
The theoretical part of the course links the Strategic Marketing theory to real business cases, from a global perspective. The practical part of the course pertains potentially to a realistic business game wherein the students will manage a company on a team-basis, as marketing managers of their own company, for which they will be asked to enter strategic decisions in function of the company’s objectives during a couple of rounds in the game.
Slides from theoretical, guest, and practical lectures are posted on the electronisch learning platform to the largest extent (e.g., depending on confidentiality of guest lecturer's speech).
Optionally, we intend to invite inspiring guest lecturers to complement the theoretical knowledge that is acquired in the course with enriching practical marketing testimonials. Attendance to these guest lectures is (as far as the time schedule allows for it) obligatory.
After this course, the student should be able to:
The final grade is composed based on the following categories:
Written Exam determines 60% of the final mark.
Practical Exam determines 40% of the final mark.
Within the Written Exam category, the following assignments need to be completed:
Within the Practical Exam category, the following assignments need to be completed:
(!) In accordance with the supplementary faculty regulations to article 8§3 of the Teaching and Examination Regulations, the examination in the first examination session for all students only takes place in the additional examination block, organized in the two weeks following the spring break.
Grading: 60% lectures (theoretical part) + 40% practice sessions (practical part). Absence to at least one of the obligatory moments results in an ‘absence’ for the total, overall evaluation.
Participation in the practical part of the course (as well as attending the guest lectures in so far as the time schedule allows for it) is compulsory. The practice sessions’ evaluation will be based on written reports, the presentation, references to the course, attendance to the class sessions, respecting deadlines and presentation skills. No replacement assignments will be provided.
The practice sessions (and related group assignments) cannot be retaken in second session. The partial result for this part of the course evaluation will be transferred to second session.
The partial result for the practice sessions part (group assignments) will be transferred to the next academic year, under the condition that a result on this part is obtained of minimum 10/20. The student that however does want to retake the practice sessions part (group assignments) is to send an email to the course holder ultimately on the date of the first class session of the course in the corresponding academic year.
This offer is part of the following study plans:
Master of Psychology: Afstudeerrichting arbeids- en organisatiepsychologie (only offered in Dutch)
Master of Biomedical Sciences: Biomedical Research (only offered in Dutch)
Master of Biomedical Sciences: Management and Business (only offered in Dutch)
Master of Management: Standaard traject (only offered in Dutch)