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Download ELMS M413 Services Marketing and Strategy Syllabus
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ELMS M413 Services Marketing and Strategy Syllabus Administrative information Academic Year: 2016-17 Instructor(s): Prof. Dr. Wafa Hammedi Track (3 modules/options of 3 courses each): Service and Marketing Management Option 1 – Managing Resources in a Service World (Q1 – Thurdsay) ELMS M401 Managing the Servicescape – Introducing to the World of Services (B. Meunier, CEO Godinne-Dinant University Hospital, T. Meeus, CEO Mini-Europe/Océade) ELMA M407 Methods for Service & Marketing Research (P. Zidda, UNamur) ELMS M415 Managing People & Service Relationships (not taught in 2015-2016) ELMS M414 Managing Service Operations (A. Chaturvedi, UNamur) Option 2 – Creating Value in a Service World (Q2 – Wednesday) ELMA M408 Consumer Behaviour & Experience (A. Decrop, UNamur; taught in 2015-2016 by J. Masset, UNamur) ELMS M416 Service Design & Innovation (W. Hammedi, UNamur & A. Parasuraman, Univ. of Miami) ELMS M413 Services Marketing & Strategy (W. Hammedi, UNamur) Option 3 – Delivering and Communicating Value in a Service World (Q2 – Thurdsay) ELMA M411 Retail Management & E‐commerce (P. Zidda, UNamur, V. Carton, Sales director, LutosaFindus & M. Mondus, Team leader, GfK) ELMA M412 Digital Marketing & Communication (J. Cornet, President, Stima & P. Dehenain, CEO, DFactor) ELMS M418 Customer Relationship Management (Ph. Baecke, Vlerick Business School & P. Zidda, UNamur) Quadrimester: 2nd (Q2) Number of credits and teaching hours: 5 credits / 30 hours Language: English Contact: Wafa.hammedi&@unamur.be 1 Learning outcomes Consumers have an ever greater amount of choice. This means that marketing needs to be increasingly strategic in order to capture and retain consumer attention and loyalty. The Strategic Marketing track explores a range of marketing components, such as brand management, product or service development and international marketing. These are all studied from the perspective of how they create value for customers and help build relationships with them.These are essential if companies are to remain competitive Content The core concepts will be the situation analysis, the SWOT analysis, the portfolio matrices, marketing objectives, the marketing strategy (segmentation, targeting, competitive positioning strategies), the design of a marketing strategy adpated to each market (new market entry, growing market, mature and declining market) Four main parts are covered : The strategic Marketing planning The situation analysis From analysis to strategy Marketing objectives and marketing strategies The detailed topics for each session are (2-hour session): Session 1 : The strategic Marketing planning Session 2 : The situation analysis Session 3 : The customer analysis Session 4 : The internal analysis Session 5 : The industry analysis Session 6 : Competitor analysis Session 7 : Analysis of distributors and suppliers Session 8 : The Swot Analysis & The Portfolio analysis Session 9 . Market segmentation and choice of a target group Session 10 Competitive positioning strategies Session 11 : a) Creating sustainable competitive advantage - Achieving cost leadership - Achieving differentiation b). Positioning strategies - Informational positioning - Transformational positioning Session 12 : Formulating marketing strategies Session 13 : Marketing strategies for new market entries Session 14 Strategies for growth markets & Strategies for Mature and Declining markets Teaching methods 2 The course will include lecture and tutorials. Students will solve case studies in groups. Markstrat will give the opportunity to students to design a marketing strategy and to implement it by making decisions about the products characteristics, price, communication and distribution. Students can launch new products on an existing market and on a new market. The main methods used in this course are: Problem Based Learning pedagogy PRESENTATION(S) LECTURE(S) Course Material Course pack (slides) is available before the course on the web platform. Evaluations Students evaluation will be based on case studies, the performance of their Markstrat company and their final report (their strategy and their recommendations for the future). Recommended readings State-of-the art literature published in the leading marketing journals. A detailed literature list will be available online 3