COURSE DESCRIPTION: 

From L2, you know how to evaluate the strengths and weaknesses of a product you would like to commercialize and the strengths and weaknesses of a competitor’s product. Now, you need to take into account the increasing importance of your competitive environment. You will need to assess the Unique Selling Proposition of a company and what should be improved to make sure the company survives in an extremely competitive environment?

In a highly competitive business environment, companies must plan, monitor, analyze and assess their activities, their resources, their competitive (dis)advantage, but also their strategies for success. This semester, and keeping this objective in mind, we will study very specific strategic management tools (sometimes referred to as analytical business tools) that a company should use to meet its goals and objectives. Using these tools in your future professional life will help you assess your organization's current strategic direction, identify, and analyze internal and external environments, formulate action plans, and evaluate to what degree action plans have been successful and making changes when desired results are not being produced. Several tools like SWOT analysis, PESTEL analysis, Porter’s five forces analysis, VRIO will be applied.

We will also work on developing your own marketing strategy, by studying how future graduates like you can market themselves, by producing professional documents like résumé, cover letter, and the like.