CdLM Business Administration

This course aims at training students around the strategic aspects of marketing, by focusing on long-term strategies to creating company value, customer value and collaborator value. It seeks to go beyond the typical marketing tactics to include stakeholder theory and business ethics as main drivers of value creation and optimal value proposition. The principal marketing strategies will be investigated under the lens of the Multistakeholder Cocreation Paradigm in order create value for society. In lign with the international character of the CdLM in Business Administration, a special focus will be devoted in regard to the international and cultural aspects of strategic marketing in order to equip students with the required competences when working in global companies. Furthermore, the course will adopt creativity and innovation as a lens to face strategic global and complex problems.

Students will be able to create a marketing plan that groups together strategies for sustaining competitive advantages in the long-term and will be able to change their mindset from the mere logic of competition to the broader logic of co-creation, cooperation and jointness of interest among all stakeholders involved in the value creation process. They will eventually understand the usefulness and the complexity of strategic marketing under unusual perspectives, by intergating stakeholder theory and corporate social responsibility to the everyday marketing activities.  

Frontal lectures. 

Case studies where the participation of all students in class is required. 

The final marking consists of:

- Written exam with 2/3 open questions which weights 2/3 of the exam

- From 1 to 3 extra-points obtained from the case studies work in class.

- The company project (preparation and presentation in group) weights 1/3 of the exam, only for attendants. Students who cannot participate are required to study 3 additional papers

1. Marketing Strategy and Tactics

2. Creativity and Innovation

2. Targeting, Segmentation & Positioning

3. Repositioning & Marketing Plan

4. Value Creation: customers, companies, collaborators

6. Value co-creation: participation, collaboration and engagement + case study

7. The importance of data: From Big to Small Data (netnographic approach)

8. Case Study Analysis

9. Managing Communication: how to balance new communication purposes?

10. Cultural and internation issues in marketing

All the modules will be integrated with case studies developed around specific topics applied to various firms such as Netflix, Amazon, Lavazza, Adidas, Vorvek, Fitbit

Students will be involved in the preparation and presentation of new proposals of business development of the a specific company.