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
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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
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Bibliography
Grewal D. and Levy M. (2018), MARKETING, EGEA, MILANO
Slides are available at the Copy Press Office and online (Elly)
Teaching methods
Frontal classes, Plenary discussions, Business case studies and presentations from managers
Assessment methods and criteria
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.
The learning results will be assessed through a final oral examination realized on line. 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. Should future exams be undertaken in blended or full-online mode, the exam will be oral for those who will be in the distance. Students enrolled in the course will fine detailed instructions in the course’s Elly page at the end of the course.
Other information
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2030 agenda goals for sustainable development
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