Topic outline

  • Module: Strategy and Organizational Structure

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    This module combines both strategic and marketing knowledge. As a result, it allows students to have a more global vision of the design of marketing policies and understand the different choices made by companies in terms of marketing action. In addition to the relationship between strategy and organizational structure


  • contact sheet



    Faculty: Faculty of Economic, Commercial and Management Sciences

    Department: Department of Management Sciences

    Target audience: MASTER II students- Strategic Management

    Semester: Third

    Module: Strategy and Organizational Structure

    Coefficient: 02

    Duration: 12 weeks

    Schedule:  1H30 Lectures & 1H30 Tutorials

    Teacher: Imane BENHALIMA

    Contact: imane.benhalima@univ-msila.dz

    Availability: Wednesday from 12:30 to 14:00

    By email: I undertake to respond by email within 24 hours of receipt of the message, except in the event of unforeseen circumstances.


  • prerequisites


       :To get the most out of this module you need to know
      Marketing, Strategy, strategic marketing a organizational structure

  • Objectives of the module 


    This module aims to allow students to:
    *  Have a more global vision of the design of marketing policies;
    * Understand the different choices made by companies in terms of marketing action;
    * Understand the relationship between strategy and organizational structure.


  • Lecture 1- Introduction to Market segmentation

  • Lecture 2- Segmenting consumer market

  • Lecture 3- Industrial market segmentation

  • Lecture 4-Tribal and international segmentation

  • Lecture 5- segment attractiveness’ analysis

  • Lecture 6- Analysis of competition in the segments

  • Lecture 7- Market Targeting

  • Lecture 8- Market Positioning

  • Lecture 9- introduction to organizational structure

  • Lecture 10- The relation between strategy and structure

  • Tutorials

  • bibliography

    Camilleri, M. A. (2018). Market Segmentation, Targeting and Positioning. In Travel Marketing, Tourism Economics and the Airline Product----** (Chapter 4, pp. 69-83). Cham, Switzerland. Springer

    Dibb, S., Simkin, L . (2001). Market Segmentation- Diagnosing and Treating the Barriers. Industrial Marketing Management, 30(8)

    Drummond, G., Ensor. J., & Ashford, R. (2008). Strategic Marketing: Planning and Control (3rd ed.). Elsevier Ltd

    Foedermayr, K. E., & Diamantopoulos, A. (2008). Market Segmentation in Practice: Review of Empirical Studies- Methodological Assessment and Agenda for Future Research. Journal of strategic marketing, 16(3)

    Lambin, J. J., Moerloose. C. (2008). MARKETING STRATEG IQUE ET OPERATIONNEL- Du MARKETING A L’ORIENTATION-MARCHE (7th ed.). Paris, France. DUNOD

    MILLER, D. (1986). Configurations of Strategy and Structure: Towards a Synthesis. Strategic Management Journal, 7(3)

    KOTLER, P., WONG, V., SAUNDERS, J., & ARMSTRONG, G. (2005). Principles of Marketing (4th ed.) England. Pearson education limited

    Sun, S. (2009). An Analysis on the Conditions and Methods of Market Segmentation. International Journal of Business and Management, 4(2)