Learning objectives
KNOWLEDGE AND UNDERSTANDING
At the end of the course, the students will have acquired skills on the following topics:
- to understand the marketing contribution to the creation of value for business, customer and society;
- to develop knowledge in market evolution and changes in the competitive context;
- to understand the evolution of the role of marketing in a business;
- to develop knowledge in consumer markets and consumer buying behavior;
- to understand the principles of segmentation, positioning and innovation processes in order to develop customer satisfaction;
- to develop knowledge in marketing tools.
SKILLS AND UNDERSTANDING SKILLS APPLIED
At the end of the course the student will be able to:
- make relevant decisions related to strategic marketing;
- apply methods and tools to understand consumer behavior;
- do marketing research;
- plan marketing strategies (segmentation, targeting and positioning);
- plan a marketing strategy based on differentiation;
- apply methods and tools to launch new product on the market;
- develop a marketing plan.
INDEPENDENCE OF JUDGMENT
At the end of the course the student will be able to:
- analyze the marketing environment and the competitive context of industrial firm;
- analyze marketing metrics;
- learn the best practices to develop a marketing plan;
- learn the best practices to launch new product on the market;
- critically analyze case histories relative to marketing and innovation strategies.
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 theoretical concepts and marketing models into empirical decision rules. 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.
Prerequisites
Knowledge of basic concepts related to economics and management.
Course unit content
Changes in macro-environmental context, growing international competition and diffusion of new digital technologies have created a new context for marketing strategies.
Specifically, the course is designed to provide the relevant models, methods and tools to develop and implement marketing strategies, to manage marketing levers and to analyze the KPI of marketing investments.
The course will give the students the chance to attend business seminars and in live streaming conferences in marketing and brand, to be engaged in case discussions and team works.
Full programme
− Marketing contribution to value creation for business, customer and society;
− Market evolution and changes in the competitive context;
− Evolution of the role of marketing in a business;
− Developing marketing strategies and plans;
− Product and market growth matrix;
− Competitive analysis (analysis of environmental variables and analysis of competitive system);
− S.W.O.T. analysis;
− Consumer markets and consumer buying behavior;
− Market research;
− Identifying targets and segments.
− Brand and product positioning;
− Setting product strategy;
− Pricing;
− Managing retailing and wholesaling;
− Managing integrated marketing communications.
Bibliography
Attending students who participated in teamwork:
Textbook
Lambin J.J. (2021), Market-driven management. Marketing strategico e operativo, 8^ Edizione, Mc Graw Hill (Capitoli 9, 10, 13, 15, 16, 18).
Materials available on Elly platform (booklet of ppt presentations and readings).
Non-attending students:
Lambin J.J. (2021), Market-driven management. Marketing strategico e operativo, 8^ Edizione, Mc Graw Hill (Chapters 1, 2, 7, 8, 9, 10, 11, 12, 13, 14, 15, 16, 18, 19).
Teaching methods
Within the course students will have the chance to attend business seminars and in live streaming conferences in marketing and brand, to be engaged in case discussions and team works.
Students will have the chance to participate in team work.
Acquisition of knowledge: lectures.
Acquisition of the ability to apply the analysis methodologies and acquisition of technical language: project works and cases studies.
Autonomy of judgment acquisition: 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 lectures will be loaded weekly on the Elly.
To achieve an effective preparation for the exam students can rely on notes taken during lectures and slides.
Assessment methods and criteria
The learning outcomes will be assessed through a written exam.
The knowledge and understanding achieved will be assessed with 6 open-ended questions, each worth 5 points, assigned to achieved knowledge and understanding capabilities (2 points), ability to apply the acquired knowledge (2 points), ability to learn and to communicate with an appropriate technical language and autonomy of judgment (1 point).
The duration of the written test is 90 minutes.
The final written test is evaluated on a 0-30 scale. “30 cum laude” will be awarded to those students who have demonstrated an appreciable knowledge of the topic, an excellent ability to apply the knowledge acquired to the specific problem, a considerable autonomy of judgment, as well as excellent communication skills.
Attending students can replace the last 2 questions with the evaluation of the teamwork, which has a value of 10 points.
The teamwork grade will be considered for the exam only if the written test with 4 questions is sufficient (12/20).
The teamwork is valid until the last winter session (September 2023).
Results will be published on the Esse3 platform.
During the exam, the use of any type of notes, books, mobile phones, media etc. is strictly forbidden.
Online registration for the exam is mandatory.
Other information
For further information please check the Elly page of the course.
