Checking date: 04/05/2017


Course: 2017/2018

Strategic Marketing
(16224)
Study: Master in Marketing (269)
EPE


Coordinating teacher: LADO COUSTE, NORA RITA

Department assigned to the subject: Department of Business Administration

Type: Compulsory
ECTS Credits: 3.0 ECTS

Course:
Semester:




Students are expected to have completed
Competences and skills that will be acquired and learning results.
Description of contents: programme
Learning activities and methodology
Assessment System
  • % end-of-term-examination 40
  • % of continuous assessment (assigments, laboratory, practicals...) 60
Basic Bibliography
  • G. Tellis. Unrelenting Innovation: How to Create a Culture for Market Dominance. Jossey-Bass, Wiley. 2013
  • J J Lambin ( with R. Chumpitaz). Market-Driven Management. Palgrave Macmillan. 2007
  • J N Kapferer. The New Strategic Brand Management , Advanced Insights & Strategic Thinking. Kagan Page. 2013
  • Jean-Jacques Lambin, Isabelle Schuiling. Market-Driven Management Strategic and Operational Marketing . Palgrave Macmillan. 2012
Additional Bibliography
  • David Aaker. Brand Relevance: Making Competitors Irrelevant. Wiley & Sons. 2011
  • Day & Moorman. Strategy from the Outside In: Profiting from Customer Value. McGraw Hill. 2010

The course syllabus and the academic weekly planning may change due academic events or other reasons.