Learning objectives
At the end of the course, students will gain the following skills:
- Recognizing the company’s positioning in the relevant/target market
- Describing the marketing strategy strengths and weaknesses
- Defining the better strategy based on the market conditions
- Defining the determinants, the functions, the performance of the value
created by a brand
- Identifying and recognizing the different pricing and communication
strategies implemented by the companies
- Understanding of the main differences between products and service
and between different sectors (fashion-grocery)
- Implementing a marketing business plan
Prerequisites
Course unit content
For several years in the most-developed countries, companies have been
facing a crisis caused mainly by conditions of oversupply. In this context,
firms that have chosen for a market-driven management system have
been more successful than others especially in terms of profitable
economic flows and in terms of generation of adequate financial
resources thanks to their ability to listen to the market and,
consequently, to adapt the offer to the target market.
Based on this framework, the aim of the course is to provide student with
a comprehensive picture of the patterns and practices of marketing used
by businesses in order to create and protect value in the context of
business-to-consumer markets. Furthermore, specific attention will be
paid to the “food industry”.
Especially, during the classes the main levers of the strategic and
operational marketing managed by the companies will be deeply
analyzed based on their contribution to the companies’ positioning and
how these one can protect the value created. Because of the great
importance of the food industry in our economy, some peculiar food
supply chain will be the focus of the analyses.
During the course, the attending students are able to participate at the
discussion of some case studies of success, as well as further modelling
using the direct comparison with managers working in leading companies
working in the food industry.
Full programme
Bibliography
Grewal D. and Levy M. (2018), MARKETING, EGEA, MILANO
Slides are available online (Elly)
Teaching methods
Frontal classes, Plenary discussions, Business case studies and
presentations from manager. The frontal lecture and Case study discussions will be used as the main
educational activities.
The slides will be uploaded before on the Elly website
In order to download the slides, the student must be enrolled in the
course.
The slides are part of the program and the final exam. Not attending
student must to check the available teaching material and the
information given by the Professor on the Elly platform.
Assessment methods and criteria
The learning results will be assessed through a final written examination.
The knowledge and understanding achieved will be assessed with n. 4
open-ended questions, each worth 7.5 points, on relevant theoretical
topics. For attending students one on 4 questions could be about a guest
speaker presented during the course.
The exam takes 1 hour. The examination test is evaluated using a 0-30
scale. Honors is assigned when the student gets the maximum score on
all questions and he/she uses a very fitting lexicon.
The score of the test is communicated by an Institutional e-mail.
The registration for the examination is MANDATORY.
Other information
2030 agenda goals for sustainable development
12 - Consumo e produzione sostenibili
