cod. 1001409

Academic year 2018/19
3° year of course - First semester
Academic discipline
Economia e gestione delle imprese (SECS-P/08)
Attività formative affini o integrative
Type of training activity
49 hours
of face-to-face activities
7 credits
hub: PARMA
course unit

Learning objectives

Knowledge and understanding
At the end of the course, the students will have acquired skills on the following topics:
- Changes in the environment in which companies operate;
- Relations between business and external environment;
- Strategic marketing analysis models;
- The strategic marketing plan;
- The positioning strategy;
- The processes of innovation and development of new products.

Skills and understanding skills applied
At the end of the course the student will be able to:
- grasp the relationship between the company and the external environment;
- understand the changing role of the marketing function, in light of the profound changes in the competitive environment;
- discuss the entire marketing management process and the environmental variables that influence it;
- formulate a strategic marketing plan;
- discuss the importance of the positioning strategy in order to obtain a competitive advantage;
- apply the main techniques in the development of new products and ideas;
- highlight the key topics of the course and understand the relationships between the different components of the course.

Independence of judgment
At the end of the course the student will be able to:
- analyze the performance of a company in terms of competitive advantage;
- evaluate the positioning strategy of a company;
- identify the best practices in the development of a marketing plan;
- critically analyze the practices of companies in launching new products.

Communication skills
Through lectures managed in an interactive way, company testimonials
and group work, the student will be able to:
- clearly communicate, in a concise, timely and coherent manner, to different interlocutors (both academic and business), information and concepts (including complex ones) related to the execution and evaluation of a strategic marketing plan;
- communicate effectively using an appropriate language;
- manage contents and timing of a presentation.

Learning skills
The course aims to transfer the ability to translate the economic principles into empirical rules of decision. The main topics are detailed through the presentation of successful case studies in the context of the Italian, European and U.S. markets. At the end of the course the students will have gained the ability to expand and update the level and range of the knowledge acquired from lessons and course textbooks.


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Course unit content

The course offers 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 strategic marketing plan.

Full programme

− marketing in a business and in the economic system;
− evolution of the role of marketing in a business;
− analysis of environmental variables;
− analysis of the competitive system;
− analysis of demand;
− demand segmentation decisions;
− choice of competitive positioning;
− definition and subdivision of marketing strategy;
− strategic marketing plan;
− innovation strategy;
− the process of development of new products;
− organisational structures and models for innovation;
− the new dimensions and new challenges of strategic marketing.


. J. Lambin, Marketing Strategico e Operativo. Market-driven management, Mc Graw-Hill, Milano, sesta edizione – 2012 (cap.1-2-3-4-5-
P Cillo, S. Vicari, D. Raccagni: PRODUCT INNOVATION

Teaching methods

Acquisition of knowledge: lectures
Acquisition of the ability to apply the analysis methodologies and Acquisition of technical language: project works and cases studies
Acquisition of the autonomy of judgment: project works and managerial lessons.
Acquisition of learning skills: lessons will favor students' participation and critical evaluation of the main topics discussed.

The slides used to support the lessons will be available at the photocopy office before the start of the lessons.
Non-attending students are reminded to check the available teaching materials and the indications provided by the teacher through the Elly platform.

Assessment methods and criteria

The learning results will be assessed through a final written test.
The knowledge and understanding achieved will be assessed with n. 3 open-ended questions, each worth 10 points, on relevant theoretical topics: three points will be assigned to the ability to understand, five points to the ability to deepen and apply the knowledge gained, two points to clarity of explanation.
The duration of the test is 1 hour and the time available for each question is 20 minutes.
The final written test is evaluated on a 0-30 scale.
The use of any type of notes, books, phones, media etc. is forbitten.

Other information

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