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Strategic Marketing

  • Teacher(s):  
  • Course given in: English
  • ECTS Credits:
  • Schedule: Autumn Semester 2018-2019, 2.0h. course + 2.0h exercices (weekly average)
      WARNING :   this is an old version of the syllabus, old versions contain   OBSOLETE   data.
  •  sessions
  • Related programmes:



1. General Learning Outcome

This class focuses on the purpose and the function of marketing strategy, as well as its relationship to competitive advantage.

The aim of this course is to develop knowledge and understanding of the marketing function within its strategic dimension and its connection with the corporate strategy.

It involves both a B2C (“Business to Consumers”) and a B2B (“Business to Business”) modules that are both developed to provide students with a comprehensive overview of strategy in the marketing function.

We want our students to develop their strategic thinking skills by applying theoretical concepts to analyze real-world scenarios both in a B2C and in a B2B context hence practical and critical thinking will be necessary to succeed this class.

Concretely, students will learn to:

  • Analyze the environment and its impact on firm marketing strategies
  • Analyze the consumer/customer behavior (from a BtoC and BtoB perspective)
  • Analyze the factors (market/customer orientation) that make marketing a key strategic element in organizational performance
  • Make coherent choices about market segmentation and product positioning and to integrate the different variables in a strategic approach.
  • Understand how to make strategic and coherent product- and brand management decisions
  • Evaluate the linkages with channel management
  • In the BtoB module, students will also analyse how the selling and purchasing function are part of the marketing strategy.

2. Cognitive Competences

We expect students in a MSc program to be familiar with and continuously improve academic thinking and problem solving skills, including proper argumentation and an academically correct treatment of used sources, as well as critical thinking. Those skills will be practiced in class by the use of real world case scenarios to whom theoretical knowledge will be applied.

3. Class Attendance Rules

The in-class exercises and discussions are critical to achieving the required competences and understanding of the concepts. Though attendance of this class is not mandatory, students will need this knowledge in order to successfully complete the final exams. For this reason, it is strongly recommended that students are present for every class.


The course will be taught by two professors Katharina Rege (BtoC - first 7 weeks) and Sylvie Lacoste (BtoB - last seven weeks).

The main themes:

Fist seven courses in BtoC:

  1. Introduction to strategic marketing
  2. Strategic Thinking in Marketing
  3. From Segments to Personas
  4. Positioning as Cornerstone of Marketing Strategy
  5. Relationship Marketing (BtoC)
  6. Branding (BtoC)
  7. Exam (Case Study)

Last seven courses in BtoB:

  1. Customer-supplier relationships in BtoB
  2. value capture in BtoB
  3. Product and branding in BtoB
  4. From products to services (BtoB)
  5. Procurement (BtoB)
  6. From marketing to sales (BtoB)
  7. Exam (case study)

The course organisation and planning is (or will be!) available on Moodle.

MOODLE will be the communication channel for this course: kindly make sure you register on Moodle before the course starts.


All articles and other bibliographic references are to be found on Moodle.


Fundamentals of marketing.


First attempt

Without exam (cf. terms)  
50% of final grade = individual assignment (case study - BtoC topic) 50% of final grade = individual assignment (case study - BtoB topic) Each case study will take place during class with each professor


Written 2h00 hours
Not allowed
Not allowed

Two mini-case studies (BtoC & BtoB)

In case of a necessary retake exam, the grade will account for 100%.

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