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

Contribution of the course to the overall degree programme goals

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.

Expected learning outcomes

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.

Pre-requirements

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

Contents

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

Referral texts

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

Assessment methods

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

Teaching methods

Lectures in class
Applications guided by the teacher
Group work with reporting back in class
Guest lecture

Teaching language

Italian

Type of exam

written

2030 Agenda for Sustainable Development Goals

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

Definitive programme.

Last update of the programme: 29/03/2023