Strategic Marketing for Competitive Advantage

Marketing Fundamentals & Strategy is a flagship course of the International MBA and can be taken as a stand-alone module.  

This course offers a powerful combination of academic excellence, practical insights, and personal reflection. Participants benefit from the same high standards, faculty expertise, and learning experience as MBA students, while focusing on one of the most critical skills in today’s business world: strategic marketing.

Participants will : 

• Understand customer behaviour and expectations,
• Design and position compelling product and service offerings,
• Manage brand and marketing communications,
• Apply digital marketing strategies effectively,
• Integrate sustainability into marketing strategy,
• Prepare and deliver a full marketing plan.

This course develops participants’ comprehensive marketing competence, building on prior knowledge while covering:

• The strategic role of marketing within an organization,
• The components of the marketing mix and value creation,
• Research-driven marketing and data analysis for informed decision-making,
• Developing and implementing a marketing plan, including new product launches,
• The impact of digital technologies and sustainability on marketing.

 A key aspect of the course is learning by doing, through case studies, group presentations, and collaborative exercises that put theory into practice.

This course is ideal for:

• Managers and professionals seeking to strengthen their marketing expertise,
• Entrepreneurs and business leaders aiming to better understand their market and customers,
• Professionals who want a strategic and operational approach to marketing.

Benedikt Jonas

Managing Director Strategy  | PwC

Participants will receive a Certificate of Completion co-signed by the House of Training and HEC Liège. 

This module grants 5 ECTS credits, awarded solely to participants who choose to pursue the International MBA.

Delivered entirely in English and based at the Luxembourg Chamber of Commerce (Kirchberg), this Executive MBA is designed for professionals seeking a transformative learning journey. Jointly offered by HEC Liège, holder of prestigious AACSB and EQUIS accreditations, and the House of Training, which brings in-depth knowledge of the Luxembourg market, the program combines academic excellence with practical relevance. 

If you want to learn more about this program, please visit the dedicated page : International MBA