Learning objectives
Part 1 - INTERNATIONAL BRANDING
The course deals with defining aspects of marketing, environment analysis, social responsibility and business ethics, strategic planning, consumer and business markets characteristics. Particular attention is devoted to marketing research, segmentation and marketing strategy definition. The analysis focuses on understanding consumer decision processes and optimal research methods for gathering information to support the marketing decision process. The themes are proposed with constant references to the business environment, through discussion of cases and business players involvement.
Part 2 -INTERNATIONAL RETAILING
The second part of the course is designed to train students in developing a compelling value proposition (“4Ps” marketing) by which the organisation can win, keep and grow targeted customers. They will learn how to deal with the following marketing-mix decisions:
• Product and branding strategy, and new product development.
• Pricing for new products, for product-mix and price –adjustment decisions.
• Designing an integrated marketing communication strategy, composed by:
- Direct, database, online and mobile communication and promotion
- Personal selling and sales promotions
- Advertising
- Public Relations.
Attention will be devoted to the development of a loyalty marketing strategy and to CRM (customer relationship management) practices, based on research “tradition” of the Marketing Group at the University of Parma, where an Observatory on Loyalty Marketing has been in place since 1998.
Also based on well-rooted research of the University, the course will focus eventually on managing marketing channels, especially retail channels, in the global marketplace.
Teaching methods: Lectures, case study discussion, managers’ lectures.
Prerequisites
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Course unit content
COURSE CONTENTS – Part 1
Role of Marketing
Sustainable Marketing: Marketing Ethics and Social Responsibility
Strategic Marketing
The marketing environment
Consumer Markets
Business-to-business marketing
Marketing research
Segmentation and positioning
Competitive strategy
Part 2
The second part of the course is designed to train students in developing a compelling value proposition (“4Ps” marketing) by which the organisation can win, keep and grow targeted customers. They will learn how to deal with the following marketing-mix decisions:
• Product and branding strategy, and new product development.
• Pricing for new products, for product-mix and price –adjustment decisions.
• Designing an integrated marketing communication strategy, composed by:
- Direct, database, online and mobile communication and promotion
- Personal selling and sales promotions
- Advertising
- Public Relations.
Attention will be devoted to the development of a loyalty marketing strategy and to CRM (customer relationship management) practices, based on research “tradition” of the Marketing Group at the University of Parma, where an Observatory on Loyalty Marketing has been in place since 1998.
Also based on well-rooted research of the University, the course will focus eventually on managing marketing channels, especially retail channels, in the global marketplace.
Teaching methods: Lectures, case study discussion, managers’ lectures.
Full programme
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Bibliography
RECOMMENDED READINGS
Kotler P., Armstrong G., Wong V., Saunders J. (2008), Principles of Marketing/MyMarketingLab European Edition - 5th Edition, Financial Times/ Prentice Hall: UK ISBN13: 9780273720645
ISBN10: 0273720643
Chapters 1-2-3-4-5-6-7-9-10-8-11-12-14-15-16-17-18-19-20
Teaching methods
Lectures, case study discussion, managers’ lectures
Assessment methods and criteria
Written final exam
Other information
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