Master’s degree in Management and business strategy

Strategic Marketing

Course code
Name of lecturers
Ilenia Confente, Angelo Bonfanti
Ilenia Confente
Number of ECTS credits allocated
Academic sector
Language of instruction
primo semestre magistrali dal Sep 30, 2019 al Dec 20, 2019.

Lesson timetable

Go to lesson schedule

Learning outcomes

The aim is to enable student to have the specific marketing competencies at both strategic and operational level. The student will be able to draw up a marketing plan managing the main strategic and operational marketing tools. Several case studies at a national and international level will be analysed. Within the course, a team project will be realized to develop a marketing plan. Such project work will enable students with relational and communication skills, improving their interaction with other students in order to face and manage together complex case studies.


The marketing concept
• The marketing orientation concept
• The impact of globalization
• The new digital technologies and the impact on firms and consumers
• The marketing plan

• Analytical marketing
-Market attractiveness analysis
-Company competitiveness analysis
-Customers’ needs analysis
-The customer purchase behaviour
- Measuring customers’ response

• Formulation of a marketing strategy

- Marketing objectives
- Marketing targeting and positioning

• Implementing of operational marketing

- New product decisions
- Brand management
- Distribution channel decisions
- Pricing decisions
- Communication decisions
-Web marketing and social media marketing

• Measuring marketing performance

At the end of the course, a Problem Solving Competition will be organized in which the students will have the opportunity to solve a business problem in management and marketing terms. This activity, completely voluntary, will allow the student to put into practice the theoretical concepts analyzed in the classroom, as well as to develop different soft skills such as team working, time management and public speaking.
Given that this initiative is jointly organized with the teaching of Strategic Service Management, students could create groups (minimum 3 maximum 5 participants) that will include students of both courses (Strategic Service Management and Strategic marketing).

Reference books
Author Title Publisher Year ISBN Note
Jean-Jacques Lambin Market-driven management. Marketing strategico e operativo (Edizione 7) McGraw-Hill Education 2016 Curatore: Emanuela Tesser, Marco Galvagno TRANNE i capitoli: 5-7-9-14-16.
Lovelock Christopher e Wirtz Jochen Marketing dei servizi. Risorse umane, tecnologie, strategie Pearson 2007 Limitatamente ai capitoli: 8-10-11

Assessment methods and criteria

The exam will be written and wil be the same for both participants that for non class participants. The exam will have open answer questions that will cover all the materials presented in class but also in the suggested book.

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