Download ELMS M413 Services Marketing and Strategy Syllabus

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
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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
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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
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