Master’s degree in Management and business strategy

Strategic Marketing

Course code

4S008088

Name of lecturer

Ilenia Confente

Coordinator

Ilenia Confente

Number of ECTS credits allocated

9

Academic sector

SECS-P/08 - MANAGEMENT

Language of instruction

Italian

Site

VICENZA

Period

primo semestre (lauree magistrali) dal Oct 5, 2020 al Dec 23, 2020.

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.

Syllabus

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

Assessment methods and criteria