Master’s degree in Management and business strategy

Strategic Marketing

Course code
4S008088
Name of lecturers
Ilenia Confente, Po Pa Futuro
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



Reference books
Author Title Publisher Year ISBN Note
Jean-Jacques Lambin Market-driven management. Marketing strategico e operativo (Edizione 7) McGraw-Hill Education 2016 TRANNE i capitoli: 5-7-9-14-16

Assessment methods and criteria

Due to Covid issues, the exam and teaching details will be provided as soon as we will received new details and instructions.



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