Learning objectives
This course has been designed to illustrate the evolution of the role of the marketing function in business strategy formulation processes in the light of the deep changes there have been in the competitive environment. In this context, the intention is to offer students an integrated view of the entire marketing management process, from the study of the main market analysis models to the formulation and implementation of a sound strategic marketing plan.
Prerequisites
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Course unit content
marketing in a business and in the economic system; <br />
evolution of the role of marketing in a business; <br />
analysis of environmental variables;analysis of the competitive system;analysis of demand; <br />
demand segmentation decisions; <br />
choice of competitive positioning; <br />
definition and subdivision of marketing strategy; <br />
strategic marketing plan; <br />
innovation strategy; <br />
the process of development of new products; <br />
organisational structures and models for innovation; <br />
the new dimensions and new challenges of strategic marketing. <br />
Full programme
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Bibliography
J. J. Lambin, Marketing Strategico e Operativo. Market-driven management, Mc Graw-Hill, Milano, 2008
Teaching methods
Written exam
Assessment methods and criteria
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Other information
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