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

Author

Listed:
  • Abdelouahed Berrichi

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

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.

Suggested Citation

  • Abdelouahed Berrichi, 2025. "Strategic Marketing [Marketing stratégique : Manuel des travaux dirigés appliqués par le cas de Banaeat]," Post-Print hal-05402472, HAL.
    • Handle: RePEc:hal:journl:hal-05402472
    Note: View the original document on HAL open archive server: https://hal.science/hal-05402472v1
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    File URL: https://hal.science/hal-05402472v1/document
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