DESIGN THINKING, INNOVATIONS AND MARKETING STRATEGIES-2

The course “Marketing Strategies” is a signature teaching of the Marketing Management curriculum. The objective of the second part of the course is to provide students with an advanced understanding of strategic marketing processes, with a focus on aspects of competitive behavior and international marketing choices, with a focus on countries characterized by cultural distance. Students will learn what steps need to be taken in strategy development and planning to facilitate the transition from strategies to operations in markets. The course will provide students with methodological and operational tools to design and apply marketing choices that enable the development of competitive advantages.

1. Knowledge and understanding.
● Know the correct terminology of strategic marketing.
● Know the different strategic marketing tools used by companies and their interaction.
● Know the basics of strategic marketing behavior of companies in markets.
2. Ability to apply knowledge and understanding
● Know how to correctly recognize which marketing tools and activities are involved in different strategic situations of firm-market relations.
● Know how to make a simple analysis of the strategic marketing problems that a company faces in its market development.
● Know how to recognize the key aspects of a strategic marketing decision and its implementation.
● Know how to work in groups on solving complex problems.
3. Judgment Skills.
● Know how to formulate and argue simple hypotheses for solutions to strategic marketing problems, including developing a critical approach to evaluating alternative hypotheses.
4. Communication Skills
● Know how to use appropriate language in describing aspects of strategic marketing.
● Know how to interact with peers in a critical and respectful, problem-solving-oriented manner.
5. Learning skills
● Know how to critically consult reference texts and the bibliography in them.
● Know how to find, collect and select useful information from various sources for solving strategic marketing problems.

There are no prerequisites to enter the course

THE CREATION OF VALUE FOR THE CUSTOMER
The drivers of value
THE STRATEGIC MARKET ANALYSIS
The models of strategic analysis
SEGMENTATION AND POSITIONING STRATEGIES
The strategic segmentation
The strategic positioning
STRATEGIC MARKETING DECISIONS
Distribution strategies
Pricing strategies
Communication strategies
STRATEGIES FOR INTERNATIONAL MARKETS
Globalization disregarded
Cultures influence markets
Standardization and localization
Mirroring and mirroring back
COMPETITIVE BEHAVIOR
Compatitive indices
Dynamic competitive strategies
MARKETING PLAN
Strategic planning
Operational planning
The control of the plan

Reference texts are being finalized

1) The final (written) examination includes.
(a) a short business case, concerning marketing strategies (30% of the grade)
(b) 4 short open-ended questions (40% of the grade)
(c) 30 multiple choice questions (30% of the grade)
The exam lasts 60 minutes and is conducted through the use of the Moodle platform. Students should therefore bring their own laptops or tablets. Students without digital media will receive hard copies of the test on which they can answer in pen.

written

Regarding the manner of gradingi:
A. Scores in the 18-22 range will be awarded if the student demonstrates:
 sufficient knowledge of the course content;
 a limited ability to understand and apply the knowledge acquired;
 sufficient communication skills, particularly in the use of the specific terminology
of the course.
B. Scores in the 23-26 range will be awarded if the student demonstrates:
 a fair knowledge of the course content;
 a fair ability to understand and apply the knowledge acquired;
 discrete communication skills, particularly in the use of terminology specific to the
course.
C. Scores in the 27-30 range will be awarded if the student demonstrates:
 a good or excellent knowledge of the course content;
 a good or excellent ability to understand and apply the knowledge acquired;
 fully adequate communication skills, particularly in the'use of terminology
specific to the course.

D. Honors will be awarded if the student demonstrates excellent knowledge and ability to
applied understanding relative to the course syllabus, combined with exceptional
judgment and communication skills.

The course is based on lectures and case studies that will be discussed in the classroom.
The course includes interactive discussions among students, case studies, presentations by corporate marketing managers.
Videos will be used to support teaching.

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