Marketing Strategy

  • 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’ recommendations
    Condition 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

    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

    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).

  • 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 - 120 ECTS
    Version: 2024/SP_V01_DD_Caen
    UniFr courses > Elective courses - Max 18 ECTS > SES Master level courses

    Ma - Accounting and Finance - 90 ECTS
    Version: 2021/SA_V01 Dès SA-2024
    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: Strategy
    Courses - 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: Strategy
    Courses - 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: Marketing
    Classes - 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 courses
    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 in Economics
    Le 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 courses
    Le 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 in Economics
    Le 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 courses
    Le 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 > Elective courses in Economics
    Le choix de l'option se fait par l'inscription au premier cours dans l'une des options possibles. > Business Economics > Option : Business Economics
    Le 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
    Le 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 courses
    Course selection for the Master WITHOUT options > Elective courses > Elective courses of the SES Faculty - max. 15 ECTS > SES Master level courses
    Course selection for the Master WITHOUT options > Elective courses > Elective courses in Economics

    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 courses
    Courses - 63 ECTS > Modules - Min one extra module with 12 ECTS > One complete module taken from the following list > MAR: Marketing
    Courses - 63 ECTS > Modules - Min one extra module with 12 ECTS > One complete module taken from the following list > STR: Strategy

    Ma - International and European Business - 90 ECTS
    Version: 2021/SA_v01 dès SA-2024
    Courses > Additional courses > SES Master level courses
    Courses > Modules > Elective courses of the management modules > Elective courses of the management modules > Elective courses for the Master in management
    Courses > Modules > One complete module taken from the following list > MAR Module validation element group > MAR: Marketing > Core courses
    Courses > Modules > One complete module taken from the following list > STR Module validation element group > STR: Strategy > Core Courses

    Ma - Management - 90 ECTS
    Version: 2021/SA_v03 dès SA-2024
    Courses: min. 72 ECTS > Elective courses > SES Master level courses
    Courses: min. 72 ECTS > Modules - min 54 ECTS > Elective courses taken outside a validating module > Elective courses in the management modules > Elective courses for the Master in management
    Courses: min. 72 ECTS > Modules - min 54 ECTS > Minimum of 3 modules with a minimum of 18 ECTS and 2 core courses > MAR Module validation element group > MAR: Marketing > Core courses
    Courses: min. 72 ECTS > Modules - min 54 ECTS > Minimum of 3 modules with a minimum of 18 ECTS and 2 core courses > STR Module validation element group > STR: Strategy > Core Courses

    Ma - Management - 90 ECTS [MA]
    Version: 2017/SA_v01
    Courses: min. 63 ECTS > 3 modules with min 12 ECTS each > STR: Strategy
    Courses: min. 63 ECTS > 3 modules with min 12 ECTS each > MAR: Marketing
    Courses: min. 63 ECTS > Cours facultatifs : max. 18 ECTS > SES Master level courses

    Ma - Marketing - 90 ECTS
    Version: 2021/V03 dès SA-2024
    Courses - 72 ECTS > Elective Master courses from the whole university > SES Master level courses
    Courses - 72 ECTS > Complementary module > Module STR validation element group > STR: Strategy > Core Courses
    Courses - 72 ECTS > Marketing Module > Marketing Module validation element group > MAR: Marketing > Core courses

    Ma - Public Economics and Public Finance - 90 ECTS
    Version: 2021/SA_V01_DD_PEPF
    Cours > Up to 40 ECTS credits must fulfill the conditions required for the specialisation according to the approuved document "Individual choice of lectures". > Elective courses in Economics

    MiMa - Business Informatics - 30 ECTS
    Version: 2020/SA_V01
    Cours > Modules management > STR: Strategy
    Cours > Modules management > MAR: Marketing

    MiMa - Economics - 30 ECTS
    Version: 2021/SA_V01
    Elective courses > Elective courses in Economics

    MiMa - Gestion d'entreprise - 30 ECTS
    Version: 2021/SA_V01
    Elective courses - 30 ECTS > STR: Strategy
    Elective courses - 30 ECTS > MAR: Marketing