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.