Learning objectives
Students will then deal with the following marketing-mix decisions:
• Product 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.
Last, but not least, based on well-rooted research of the University, the course will focus eventually on managing marketing channels, especially retail channels, in the global marketplace.
Prerequisites
- - -
Course unit content
Today’s marketing, in an international perspective, is all about creating customer value and building profitable customer relationships. It begins by understanding consumer needs and wants, deciding which target markets the organisation can serve best (“strategic” marketing), and developing a compelling value proposition (“4Ps” marketing) by which the organisation can win, keep and grow targeted customers.
The underpinning values are: sustainability of marketing and business practices, in that marketing has a role and responsibility in society; creating value for customers in order to be rewarded with value from customers in return, in a relationship framework; managing “return on marketing investments”, an area that has escaped close investigation so far; harnessing new technologies; marketing in a socially responsible way around the world. Building on these premises, the “International Branding and Retailing” course focusses on the following content:
concept of Marketing: history and main paradigms
Strategic Marketing
The marketing environment
Consumer Markets
Business-to-business marketing
Marketing research
Segmentation and positioning
Competitive strategy
Students will then deal with the following marketing-mix decisions:
• Product 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.
Last, but not least, based on well-rooted research of the University, the course will focus eventually on managing marketing channels, especially retail channels, in the global marketplace.
Full programme
- loyalty and loyalty value measurement
- impact of big data at organisation and industry level
- assessment of information needs and information requests to marketing information systems
- phases in the marketing research process and approaches
- concept of Strategic Business Unit
- portfolio management approaches (BCG and General Electric)
- choice of development strategies (Ansoff’s matrix)
- translating growth strategy into marketing plan
- segmentation approaches
- concept of positioning
- augmented product model
- classification of products (consumer and industrial)
- collaborative consumption approaches and new product service systems
- managing products and product lines: stretching, filling and cannibalization
- branding (retail branding)
- setting prices with demand, competitive and cost approaches
- analyzing and classifying channels
- channel organization and management decisions
- promotion analysis and classification
- creating a relationship building promotion
Bibliography
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: 1-2-3-4-5-6-7-8-9-10-11-12-13-14-15-16-17-18-19-20
Suggested (optional) readings:
-The Retailing Reader, edited by J. Dawson, A. Findlay and L. Sparks, Routledge, 2008.
-What's mine is yours. The rise of collaborative consumption, by R. Botsmanand R. Rogers, Harper Collins, 2010
Teaching methods
Lectures, case study discussions, visiting professors lectures
Assessment methods and criteria
Written exam
Other information
Please check professor's webpage for updates on course, exames, dates and times, office hours and so on
