Details

Faculty	Faculty of Management, Economics and Social Sciences
Domain	Business Administration
Code	UE-EGE.00107
Languages	English
Type of lesson	Lecture
Level	Master
Semester	AS-2025

Schedules and rooms

Summary schedule	Thursday 13:15 - 16:00, Hebdomadaire, PER 21, Room E120 (Autumn semester) Friday 13:15 - 15:00, Hebdomadaire, PER 21, Room F130 (Autumn semester) Friday 13:15 - 16:00, Hebdomadaire, PER 21, Room E230 (Autumn semester)
Hours per week	3

Teaching

Teachers	Furrer Olivier
Assistants	Baillod Chloé Landry Mikèle
Description	Marketing strategy refers to an organization’s integrated pattern of decisions that specify its crucial choices concerning products, markets, marketing activities and marketing resources in the creation, communication and/or delivery of products that offer value to customers in exchanges with the organization and thereby enables the organization to achieve specific objectives
Training objectives	At the completion of this course, students should be able to: • Use the key elements in developing marketing strategy and planning a marketing program. • Enhance problem-solving abilities in operational areas of marketing by providing you with a set of analytical tools (i.e., frameworks, concepts, models, and techniques). • Present examples of how firms organize their marketing efforts across a broad range of business settings (e.g., consumer packaged goods, pharmaceutical, telecommunications, financial services, B2B markets) to develop sales and/or share. • Bridge the disciplines of marketing and strategic management • Present and defend recommendations, and critically examine others’ recommendations
Condition of access	Prerequisite: Successful completion of an introductory course in Marketing, Marketing Research, Strategic Management
Softskills	No
Off field	No
BeNeFri	Yes
Mobility	Yes
UniPop	No

Documents

Bibliography

Sudharshan, D. (1995), Marketing Strategy: Relationships, Offerings, Timing & Resource Allocation, Prentice Hall: Englewood Cliffs, NJ.  Palmatier, R. W. and Crecelius, A. T. (2019). “The “first principles” of marketing strategy,” AMS Review, 9(1), 5–26. Palmatier, R. W. and Sridhar, S. (2021), Marketing Strategy Based on First Principles and Data Analytics. Second Edition. Red Globe Press: London.

Continuous evaluation and written exam - AS-2025, Session d'hiver 2026

Date	15.01.2026 14:00 - 15:30
Assessments methods	By rating
Descriptions of Exams	Examination time: 90 Min. Course with continuous evaluation: after the registration period, you can no longer cancel your registration (see session calendar on the Faculty's website). The group work counts for 40% of the final grade, but only if the exam grade is 3.0 or above. If the exam grade is less than 3.0, only the exam counts for the course evaluation.

Written exam - SS-2026, Session de rattrapage 2026

Assessments methods	By rating
Descriptions of Exams	Examination time: 90 Min. Re-assessment only