MARKETING STRATEGY

The course focuses on marketing strategies providing an integrated view on the coherent and synergic use of the marketing levers and tools that students learned throughout their studies. Specific focus is given to the marketing plan

The contents are structured in order to raise awareness on how individual marketing levers should be integrated within a firm. Students will also have acquired the capability to analyze and develop a a marketing plan with specific reference both to large multinational companies and to small and medium companies.

Knowledge of the key elements of a firm (main features, key economic and financial indicators)
Knowledge of the foundations of marketing and of the main marketing levers

1. The context for marketing strategy
2. Marketing strategies: mission and strategy maps
3. Marketing plan: logic, structure and contents
4. Creating a marketing plan
5. Digital challenges for marketing strategy
6. Social aspects and brand purpose in marketing strategy
7. Perspectives for marketing strategy

Materiali obbligatori:

Slide del docente in Moodle

Altri materiali caricati dal docente in Moodle (es. Piani di marketing, Report, ecc.)

Whitler K.A., Morgan N. (2017) Why CMOs never last, Harvard Business Review, July-August

Dawar N., Bagga C.K. (2015), A better way to map brand strategy, Harvard Business Review, June

Parte di Mattiacci, Pastore (2014) – Marketing. Il management orientato al mercato, Hoepli: Cap. 22 (da p 536 a p 556)

Parte di Lambin J.J. (2008), Market-driven Management. Marketing strategico e operativo, V ed., McGraw-Hill: Cap. 17 (da p. 473 a p. 482)

Parte di Kotler P., Armstrong G. (2012), Principles of Marketing 14 th ed., Pearson Prentice Hall: Appendix 1 (da p A1 a p A10)

Rodriguez Vilà O., Bharadwaj S. (2017), Competing on social purpose, Harvard Business Review, September-October

Bergh C. (2018), The CEO of Levi Strauss on leading an iconic brand back to growth, Harvard Business Review, July-August

Test with multiple choice and open questions

Lectures in class
Tasks assigned by the teacher

Italian

written