Strategic Marketing

Marketing stratégique: Manuel des travaux dirigés appliqués par le cas de Banaeat

Abdelouahed Berrichi ()
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Abdelouahed Berrichi: FSJESO - Faculté des Sciences, Juridiques, Economiques et Sociales d'Oujda Maroc

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Abstract: This manual for guided practical sessions is designed for students in the Digital Commerce and Marketing program (Department of Management Sciences - FSJES - Mohammed First University Oujda, Morocco). Its main objective is to enable them to master the strategic marketing process in a concrete and integrated way, going through the fundamental steps of diagnostic, segmentation, ciblage, and positionnement. The manual focuses on the unique and model case study of Banaeat, a fictional Moroccan startup delivering premium "Traditional and Organic" meals. Through this unique case, the student is invited to follow a true learning path that we call the Pèlerin pédagogique, whose acronym stands for Parcours d'Étapes Logiques pour une Exploration et une Réussite Intégrées. Step by step, like a pilgrim advancing toward a specific destination, the student progresses from diagnosis to positioning by using the same case data, which requires ensuring the coherence of strategic decisions and deeply understanding how a successful digital marketing strategy is built.

Keywords: Strategic Marketing; Manual of Guided Practical Sessions; Corrected Case Studies; Corrected Exercises; Cas pratiques corrigés; Exercices corrigés; Manuel des travaux dirigés; Marketing stratégique (search for similar items in EconPapers)
Date: 2025-10-01
Note: View the original document on HAL open archive server: https://hal.science/hal-05402472v1
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Published in Licence. Marketing stratégique, Oujda, Maroc. 2025, pp.60

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