MARKETING STRATEGY

Academic year
2022/2023 Syllabus of previous years
Official course title
STRATEGIA DI MARKETING
Course code
EM7021 (AF:386115 AR:213848)
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 as a building block of strategy.
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. Scenario and ingredients for marketing strategy
2. Planning and marketing plan
3. Knowing the market
4. Positioning
5. Product-market matrix
6. Storytelling in marketing strategies
7. Brand strategy
8. Marketing strategy and digital implications
9. Brand purpose and marketing strategy
10. Applications
Mandatory materials:

Teacher's slides and other materials gradually uploaded in Moodle

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

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

Rodriguez Vilà O., Bharadwaj S. (2017), Competing on social purpose, Harvard Business Review, September-October
Written test, based on the required study materials with a mix of open and multiple-choice questions (10 questions total), covering all course contents; length 30 minutes
Lectures in class
Applications guided by the teacher
Group work with reporting back in class
Guest lecture
Italian
written

This subject deals with topics related to the macro-area "Natural capital and environmental quality" and contributes to the achievement of one or more goals of U. N. Agenda for Sustainable Development

Goal 6: clean water and sanitation
Goal 14: life below water
Goal 15: life on land
Definitive programme.
Last update of the programme: 29/03/2023