a. knowledge and understanding
Upon completion of the course students will have acquired advanced knowledge of marketing topics both at theoretical and application levels. Specifically, acquired knowledge will be:
- 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
- concept of Strategic Business Unit
- portfolio management approaches (BCG and General Electric)
- choice of development strategies (Ansoff’s matrix)
- 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
The above results in terms of knowledge and understanding will be attained by means of lectures, assigned readings and discussion of readings in class, presentations on assigned readings. Case studies, academic papers and video cases make up the collection of readings.
b. applying knowledge and understanding
Students will be able to apply learned concepts and methods to various situations and marketing problems. Students will more specifically be able to develop skills for thorough understanding, analysis and problem solving in marketing situations ranging from growth strategies to product, price, channel and promotion decisions. They will be able to interpret marketing developments and marketing impact of environmental changes. The above results in terms of knowledge application will be attained by means of lectures, assigned readings and discussion of readings in class, presentations on assigned readings. Case studies, academic papers and video cases make up the collection of readings.
c. making judgements
Upon completion of the course students will be able to apply analytical tools to marketing phenomena and situations in order to make autonomous and independent judgments. The ability to make judgments is expressed by a personal reflection on collected data and information and its processing. The achieved skills will enable students to take strategic and tactical marketing decisions. The specific goal of training students to make judgments is pursued by means of Q&A sessions at the beginning and during each lecture.
d. communication skills
Students will learn communication skills. Specifically, they will learn how to transfer marketing concepts and decisions – clearly, concisely and consistently – to different audiences. Students will train in presenting concepts, solutions, opinions orally and, more limitedly, in powerpoint presentation format.
e. learning skills
Students will learn to expand, update and upgrade the level and variety of knowledge acquired by means of lectures and individual study with textbooks. Such development will lead students to adopt an attitude of curiosity and research for novelty and updates to better deal with marketing decisions. These learning skills are strongly reinforced all through the course through the use of readings to be prepared autonomously at home and later presented and discussed in class. The final examination will stimulate students’ appraisal of their learning skills by means of a written test (short essay writing).