Learning objectives
The course aims to explain managerial models and instruments in order to improve the comprehention of competitive mechanisms. The theoretical approach and the empirical instruments will make students able to approach managerial case histories.
The course is divided in two parts. The first one is focused on structural analysis of market. The principle topics are: entry barriery, diversification, vertical integration, positioning, scale economies, etc..
The second part reviews the literature on Value concepts and the complexity of relation between the Company and the competitive enviroment. In this context the focus is on the strategic marketing instruments. The principal topics are innovation and branding communication.
Prerequisites
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Course unit content
First session – Competitive strategy
Principal theories of management
Strategy concept
Sectorial analysis
Competitive strategies and development models
Competitive advantage and value chain
Vertical and orizontal integration
Diversification
Resource based view
Second session – Marketing process and Brand management
Enviromental variables;
Competitive system;
Demand side analysis;
Segmentation policies;
Competitive posiztioning;
Marketing strategies;
Marketing plan;
Innovation policies
Communication policies
Full programme
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Bibliography
E. Sabbadin Concorrenza e modelli di management, Giappichellii Ed. Torino, 2008
C. Mauri, Product & Brand management, Egea
D. Pellegrini, Comunicazione e Retailing, Egea
Teaching methods
written test
Assessment methods and criteria
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Other information
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