Learning objectives
Students will learn how to deal with the following marketing-mix decisions:
• Product strategy, and product line management.
• 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.
Prerequisites
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Course unit content
Today’s marketing, in an international perspective, is all about creating customer value and building profitable customer relationships. 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.
Full programme
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Bibliography
Kotler, P. e Armstrong, G., Principi di Marketing,
13 edition, W. G. Scott editor, 2009, Pearson Education, Milano. pages: 1-594; 658-694.
Teaching methods
Lectures, case study discussions, simulations, managers' lectures and a marketing game.
A "Sales management laboratory" will be organised as well, open to 15 students.
Assessment methods and criteria
Written exam
Other information
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