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.

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 role of marketing in firm strategies
2. The context of marketing strategy
3. Brand and marketing strategy
4. Marketing strategy during digital transformations
5. Building a marketing plan.

Studying materials for students WHO DO NOT ATTEND:
(materials for students who attend will be presented in class)

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

2. Parte di Mattiacci, Pastore (2014) – Marketing. Il management orientato al mercato, Hoepli: Ch. 8 (from p 188 to p 212)

3. Parte di Kotler P., Armstrong G. (2012), Principles of Marketing 14 th ed., Pearson Prentice Hall: Ch 2 (from p 36 to p 58)

4. Parte di Kotler P., Armstrong G. (2012), Principles of Marketing 14 th ed., Pearson Prentice Hall: part of Ch 18 (from p 535 to p 545)

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

6. Dev C.S. (2018), Case study – Prune the brand portfolio?, Harvard Business Review, March-April

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

8. Parte di Mattiacci, Pastore (2014) – Marketing. Il management orientato al mercato, Hoepli: Ch. 22 (from p 536 to p 556)

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

10. Kotler P., Stigliano G. (2018), Retail 4.0 – 10 regole per l’era digitale, Mondadori Electa.

11. Dawar N., Bendle N. (2018), Marketing in the age of Alexa, Harvard Business Review, May-June

12. Zeng M. (2018), Alibaba and lessons from China’s innovative digital giant, Harvard Business Review, September-October

13. Kanai M. (2018), The Chairman of Ryohin Keikaku on charting Muji’s global expansion, Harvard Business Review, January-February

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

Written test with multiple choice, completion and open questions
Students may choose to carry out project work in groups that determine 50% of the final grade, the other 50% by written test.

Lectures in class
Guest speakers with different company roles and from various industries (e.g. Safilo, Rigoni di Asiago, L'oréal)
Project work for attending students

Italian

written