Détails

Faculté	Faculté des sciences économiques et sociales et du management
Domaine	Gestion d'entreprise
Code	UE-EGE.00107
Langues	Anglais
Type d'enseignement	Cours
Cursus	Master
Semestre(s)	SA-2025

Horaires et salles

Horaire résumé	Vendredi 13:15 - 16:00, Hebdomadaire, PER 21, salle E230 (Semestre d'automne)
Heures par semaine	3

Enseignement

Enseignants	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
Objectifs de formation	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
Conditions d'accès	Prerequisite: Successful completion of an introductory course in Marketing, Marketing Research, Strategic Management
Softskills	Non
Hors domaine	Non
BeNeFri	Oui
Mobilité	Oui
UniPop	Non

Documents

Bibliographie

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.

Examen écrit - SP-2026, Session de rattrapage 2026

Mode d'évaluation	Par note
Description	Examination time: 90 Min. Re-assessment only

Evaluation continue et examen écrit - SA-2025, Session d'hiver 2026

Date	15.01.2026 14:00 - 15:30
Mode d'évaluation	Par note
Description	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). L’évaluation continue compte pour 40% de la note finale uniquement si la note d’examen est supérieure ou égale à 3.0. Si la note d’examen est inférieure à 3.0, seule cette note compte pour l’évaluation du cours.