From strategy to business management

1. The company's strategic choices

Understand the company's strategic choices through management choices.
Know and apply the company's strategic decision-making tools.
Identify the fundamental pillars of the company's strategic analysis.

2.The marketing approach

Know the basic concepts of marketing.
Appreciate the use and usefulness of marketing research.
Combine commercial management of products with technical management.
Understand and apply the marketing mix.

Module outline:
THE COMPANY'S STRATEGIC CHOICES

Essential terms and concepts: competition and competitive analysis, competitive advantage and positioning...
External diagnosis: PESTEL, Porter ...
The pillars of internal diagnosis: management and its choices, history and culture, products, customers, competitors, prescribers, technology, human resources, financial analysis, management and organization...
SWOT, the strategic commitment plan and strategy performance.
Tools: BCG matrix, DAS, external and internal diagnosis...
Notions of diversification, expansion, specialization, globalization...
Acquisition strategies, strategic alliances and relational strategies

THE MARKETING APPROACH

Concepts: fundamentals, the notion of product and/or service, the market and customer behavior, the business environment.
Marketing research: notions of market research, qualitative and quantitative research, brand awareness, image research.
Product management: ranges, brands, product lines, the life cycle... .
The marketing mix: rationale and components (product, price, communications, advertising, distribution, non-media communications).

Managerial culture - project management - company