Marketing Strategy
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Teaching
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 SA-2021 Schedules and rooms
Summary schedule Friday 13:15 - 16:00, Hebdomadaire (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’ recommendationsCondition of access Prerequisite: Successful completion of an introductory course in Marketing 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.
Walker, Orville C., Jr. and John W. Mullins (2014), Marketing Strategy: A Decision-Focused Approach, Eighth Edition, McGraw-Hill-Irwin: Boston. -
Dates and rooms
Date Hour Type of lesson Place 24.09.2021 13:15 - 16:00 Cours PER 21, Room A230 01.10.2021 13:15 - 16:00 Cours PER 21, Room A230 08.10.2021 13:15 - 16:00 Cours PER 21, Room A230 15.10.2021 13:15 - 16:00 Cours PER 21, Room A230 22.10.2021 13:15 - 16:00 Cours PER 21, Room A230 29.10.2021 13:15 - 16:00 Cours PER 21, Room A230 05.11.2021 13:15 - 16:00 Cours PER 21, Room A230 12.11.2021 13:15 - 16:00 Cours PER 21, Room A230 19.11.2021 13:15 - 16:00 Cours PER 21, Room A230 26.11.2021 13:15 - 16:00 Cours PER 21, Room A230 03.12.2021 13:15 - 16:00 Cours PER 21, Room A230 10.12.2021 13:15 - 16:00 Cours PER 21, Room A230 17.12.2021 13:15 - 16:00 Cours PER 21, Room A230 24.12.2021 13:15 - 16:00 Cours PER 21, Room A230 -
Assessments methods
Evaluation continue et examen écrit - SA-2021, Session d'hiver 2022
Date 13.01.2022 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).
Written exam - SP-2022, Session de rattrapage 2022
Date 01.09.2022 08:30 - 10:00 Assessments methods By rating Descriptions of Exams Examination time: 90 Min.
Re-assessment only
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Assignment
Valid for the following curricula: BeNeFri - Sciences économiques et sociales
Version: 2018/SP_V01_SES_BeNeFri
Course > Master course offering for BeNeFri Students
Complementary learnings in SES or mobility students
Version: ens_compl_ses
Mster course offering for Mobility Students
Doc - Business Informatics
Version: 20210713
Elective courses > Wahlkurse UNIFR
Doc - Economics
Version: 2002/SA_V01
Cours a choix > Wahlkurse UNIFR
Doc - Economie quantitative
Version: 2002/SA_V01
Cours a choix > Wahlkurse UNIFR
Doc - Management
Version: 2002/SA_V01
Cours a choix > Wahlkurse UNIFR
Doc - Management in Nonprofit-Organisation
Version: 2002/SA_V01_60ECTS Théoriques
Elective courses > Wahlkurse UNIFR
Doc - Sciences sociales
Version: 2002/SA_V01
Cours a choix > Wahlkurse UNIFR
Doc - Sciences économiques et sociales
Version: 2002/SA_V01
Cours a choix > Wahlkurse UNIFR
Ma - Accounting and Finance - 90 ECTS
Version: 2021/SA_V01
Course - 72 ECTS > Minimum 0 / maximum 1 optional master course offered at the University of Fribourg, if 72 ECTS not yet reached in the above modules > SES Master level courses
Ma - Business Communication - Management - 90 ECTS
Version: 2022/SA_V02
Courses - 60 ECTS > Chosen Option > Management > 30 ECTS parmi les modules : > STR: StrategyCourses - 60 ECTS > Chosen Option > Management > 30 ECTS parmi les modules : > MAR: Marketing
Ma - Business Communication : Business Informatics - 90 ECTS
Version: 2020/SA_V02
Courses - 60 ECTS > Option Group > Information Management > Cours > Modules management > STR: StrategyCourses - 60 ECTS > Option Group > Information Management > Cours > Modules management > MAR: Marketing
Ma - Business Informatics - 90 ECTS
Version: 2020/SA-v01
Classes - min. 45 ECTS > Modules management - max. 15 ECTS > MAR: MarketingClasses - min. 45 ECTS > Modules management - max. 15 ECTS > STR: Strategy
Ma - Communication and Media Research - 90 ECTS
Version: 2015/SA_V01
Courses - 60 ECTS > Inter- and Transdisciplinary Perspectives > SES Master level courses
Ma - Communication and Society - 90 ECTS
Version: 2021/SA_V03
Forschungsbereiche > Inter- & Transdisciplinary Perspectives
Ma - Data Analytics & Economics - 90 ECTS
Version: 2020/SA-v01
Courses min 63 ECTS > Mandatory Modules (45 to 63 ECTS) > Module II: Economics of Markets and Organisations (Eco)
Ma - Economics - 90 ECTS
Version: 2021/SA_V04
Le choix de l'option se fait par l'inscription au premier cours dans l'une des options possibles. > Public Economics and Policy > Elective courses in Public Economics and Policy > Elective courses of the SES Faculty - max. 15 ECTS > SES Master level coursesLe choix de l'option se fait par l'inscription au premier cours dans l'une des options possibles. > Public Economics and Policy > Elective courses in Public Economics and Policy > Ma - Elective courses in Political EconomyLe choix de l'option se fait par l'inscription au premier cours dans l'une des options possibles. > Sustainable Development and Social Responsibility > Elective courses in Sustainable Development and Social Responsibility > Elective courses of the SES Faculty - max. 15 ECTS > SES Master level coursesLe choix de l'option se fait par l'inscription au premier cours dans l'une des options possibles. > Sustainable Development and Social Responsibility > Elective courses in Sustainable Development and Social Responsibility > Ma - Elective courses in Political EconomyLe choix de l'option se fait par l'inscription au premier cours dans l'une des options possibles. > Business Economics > Elective courses in Business Economics > Wahlkurse der SES-Fakultät - max. 15 ECTS > SES Master level coursesLe choix de l'option se fait par l'inscription au premier cours dans l'une des options possibles. > Business Economics > Elective courses in Business Economics > Ma - Elective courses in Political EconomyLe choix de l'option se fait par l'inscription au premier cours dans l'une des options possibles. > Business Economics > Option : Business EconomicsLe choix de l'option se fait par l'inscription au premier cours dans l'une des options possibles. > Quantitative Economics > Elective courses in Quantitative EconomicsLe choix de l'option se fait par l'inscription au premier cours dans l'une des options possibles. > Quantitative Economics > Elective courses in Quantitative Economics > Courses from the SES faculty - max. 15 ECTS > SES Master level coursesCourse selection for the Master WITHOUT options > Elective courses > Elective courses of the SES Faculty - max. 15 ECTS > SES Master level coursesCourse selection for the Master WITHOUT options > Elective courses > Ma - Elective courses in Political Economy
Ma - European Business - 90 ECTS
Version: 2017/SA_v01
Courses - 63 ECTS > Additional courses: Any Master courses of the Faculty of Economics and Social Sciences, as well as maximum 9 ECTS from all Master programmes of the University. > SES Master level coursesCourses - 63 ECTS > Modules - Min one extra module with 12 ECTS > One complete module taken from the following list > MAR: MarketingCourses - 63 ECTS > Modules - Min one extra module with 12 ECTS > One complete module taken from the following list > STR: Strategy
Ma - Information Management - 90 ECTS
Version: 2019/SA_V01
Classes - min. 45 ECTS > Modules management - max. 15 ECTS > MAR: MarketingClasses - min. 45 ECTS > Modules management - max. 15 ECTS > STR: Strategy
Ma - International and European Business - 90 ECTS
Version: 2021/SA_V01
Courses > Additional courses: Any Master courses of the Faculty of Economics and Social Sciences, as well as maximum 9 ECTS from all Master programmes of the University. > SES Master level coursesCourses > Modules > One complete module taken from the following list > Groupe d'élément de validation du Module MAR > MAR: MarketingCourses > Modules > One complete module taken from the following list > Groupe d'élément de validation du Module STR > STR: Strategy
Ma - Management - 90 ECTS
Version: 2021/SA_V01
Courses: min. 72 ECTS > Modules - min 54 ECTS > Groupe d'élément de validation du Module STR > STR: StrategyCourses: min. 72 ECTS > Modules - min 54 ECTS > Groupe d'élément de validation du Module MAR > MAR: MarketingCourses: min. 72 ECTS > Elective Courses : max. 18 ECTS > SES Master level courses
Ma - Management - 90 ECTS [MA]
Version: 2017/SA_v01
Courses: min. 63 ECTS > 3 modules with min 12 ECTS each > STR: StrategyCourses: min. 63 ECTS > 3 modules with min 12 ECTS each > MAR: MarketingCourses: min. 63 ECTS > Cours facultatifs : max. 18 ECTS > SES Master level courses
Ma - Marketing - 90 ECTS
Version: 2021/SA_V02
Courses > Groupe d'élément de validation du Module STR > STR: StrategyCourses > Elective Master courses from the whole university > SES Master level coursesCourses > Groupe d'élément de validation du Module Marketing > MAR: Marketing
MiMa - Business Informatics - 30 ECTS
Version: 2020/SA_V01
Cours > Modules management > STR: StrategyCours > Modules management > MAR: Marketing
MiMa - Economics - 30 ECTS
Version: 2021/SA_V01
Elective courses > Ma - Elective courses in Political Economy
MiMa - Gestion d'entreprise - 30 ECTS
Version: 2021/SA_V01
Elective courses - 30 ECTS > STR: StrategyElective courses - 30 ECTS > MAR: Marketing