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

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. Mandatory reading Chapters 2, 4, 4, 6, 12, 13. Other chapters (1, 5, from 7 to 11) are related to contents that should be already known by students and will NOT be subject to questions in the exam.

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 covering the whole range of topics, with a mix of both multiple choice and open questions

Lectures in class
Tasks assigned by the teacher
Guest lectures with tasks from different industries

Italian

written