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 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. Marketing strategy and its challenges
2. Customer Journey and Customer Experience
3. Communication and storytelling in marketing strategies
4. Product-market strategies
5. Strategic positioning
6. Brand strategies and purpose-driven strategies
7. Marketing strategies in a digitalized context
8. Marketing plan

Mandatory materials:

Teacher's slides and other materials gradually uploaded in Moodle

Kotler P., Kartajaya H., Setiawan I. (2021), Marketing 5.0. Technology for humanity, Wiley, only Chapter 7, from p. 107 to p. 126

Berg C. (2018), The CEO of Levi Strauss on leading an iconic brand back to growth, Harvard Business Review, July-August, from p. 33 to p. 39

Dawar N., Bagga C.K. (2015), A better way to map brand strategy, Harvard Business Review, June, from p. 90 to p. 97

Rodriguez Vilà O., Bharadwaj S. (2017), Competing on social purpose, Harvard Business Review, September-October, from p. 95 to p. 101

Ceccotti F. (2014) Piano di marketing, in. Mattiacci A., Pastore A. (2014) Marketing. Il management orientato al mercato, Hoepli, from p. 536 to p. 556

McDonald M. (2010), Piani di marketing, Franco Angeli, only chapters 2 and 6, from p. 39 to p. 79 and from p. 219 to p. 253

Written test with 10 questions (grade from 0 to 3 points each) covering the whole range of topics, with a mix of both multiple choice and open questions

Lectures in class
Guest lecture
Group work 'Experior' with optional participation and selection: guidelines provided during first two lectures then uploaded in Moodle.

Italian

written