The course underlines the role of a marketer and how he can determine a strategy to implement the best coordinated product strategy. The main objective of the course is to bring students to develop a comprehensive theoretical and above all practical understanding (based on case studies) of marketers’ key challenges and hopefully how to work on it in their own firm.
The course will use Harvard Business School cases (i.e Ikea, Google, Microsoft, BMW, Starbucks...) and professional guest speakers to illustrate and discuss actual marketing issues such as: writing an efficient marketing plan; using panels and different brand strategies and tactics that will be discussed in class.
Upon successful completion of this course, the student will be able to:
The grade for this course will be based on class attendance and participation, and a written case solution and presentation related to a current branding issue, as identified by the guest speakers from Unilever.
The grade will correspond to 1 UV.