MARKETING STRATEGY

Academic year
2020/2021 Syllabus of previous years
Official course title
STRATEGIA DI MARKETING
Course code
EM7021 (AF:332526 AR:178586)
Modality
On campus classes
ECTS credits
6
Degree level
Master's Degree Programme (DM270)
Educational sector code
SECS-P/08
Period
4th Term
Course year
1
Where
VENEZIA
Moodle
Go to Moodle page
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 planning: steps and critical aspects
3. Marketing plan: logic, structure, contents
4. Building a marketing plan
5. Applications of marketing planning: real cases across industries
6. Brand purpose and marketing strategy
Mandatory materials:

McDonald M. (2010) Piani di Marketing. Come prepararli e come utilizzarli al meglio, Franco Angeli

Teacher's slides in Moodle plus other uploaded contents

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

Rodriguez Vilà O., Bharadwaj S. (2017), Competing on social purpose, Harvard Business Review, September-October
Written test with multiple choice and open questions
Lectures in class
Tasks assigned by the teacher
Guest lectures with tasks from different industries
Italian
written
Definitive programme.
Last update of the programme: 10/03/2021