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Insegnamento a.a. 2018-2019

30015 - MARKETING / MARKETING

Tutti i corsi / All Programs
Dipartimento di Marketing / Department of Marketing


Per la lingua del corso verificare le informazioni sulle classi/
For the instruction language of the course see class group/s below

Vai alle classi / Go to class group/s: 1 - 2 - 3 - 4 - 5 - 6 - 7 - 8 - 31 - 32 - 33 - 34

CLEAM (7 cfu - I sem. - OB  |  SECS-P/08)
Docente responsabile dell'insegnamento / Course Director:
ENRICO VALDANI

Classi: 1 (I sem.) - 2 (I sem.) - 3 (I sem.) - 4 (I sem.) - 5 (I sem.) - 6 (I sem.) - 7 (I sem.) - 8 (I sem.)
Docenti responsabili delle classi:
Classe 1: DAVID MARIO DINO JARACH, Classe 2: ENRICO VALDANI, Classe 3: LUCA BUCCOLIERO, Classe 4: GIOVANNA PADULA, Classe 5: CHIARA SOLERIO, Classe 6: ROBERTA DE SANCTIS, Classe 7: VALENTINA FORNARI, Classe 8: ARIANNA BRIOSCHI

Classe/i impartita/e in lingua italiana

Mission e Programma sintetico
MISSION

Marketing significa apprendere cosa sia il valore, come esso si generi e come si trasferisca al cliente, in modo profittevole e sostenibile. Il Marketing è l’interfaccia professionale tra impresa­cliente e il ponte fra le varie funzioni aziendali (finanza, R&D, produzione, risorse umane). Ponendo il cliente al centro dei processi aziendali, il Marketing contribuisce allo sviluppo economico, sociale e culturale della collettività, delle imprese e delle persone. La struttura del corso ripercorre il flusso di valore dall’impresa al cliente, attraverso tre passaggi fondamentali: 1. Upstream Marketing: la ricerca delle fonti del valore. Analisi del valore per il cliente e dell’ambiente competitivo. 2. Downstream Marketing: la generazione del valore: 3. Marketing dashboard: le metriche per misurare i risultati e i contributi degli investimenti di Marketing. Obiettivo del corso è stimolare e guidare l’apprendimento del discente affinché possa: - Distinguere le peculiarità del Marketing e il suo contributo per la generazione di valore per l’impresa, per il cliente e la società. - Condividere la centralità del cliente quale filosofia gestionale strategica per l’azienda. - Comprendere il metodo strategico e gli strumenti operativi del Marketing. - Sperimentare l’applicazione degli strumenti gestionali del Marketing. - Individuare percorsi di futuro approfondimento nel Marketing e di crescita professionale nell’ambito del Marketing.

PROGRAMMA SINTETICO
  • Il valore dell’orientamento al mercato.
  • Customer Insight: processo di acquisto e comportamento di consumo.
  • Market Sensing: la segmentazione del mercato, competitive intelligence e posizionamento competitivo, ricerche qualitative e quantitative di marketing.
  • Generare valore per il futuro: analisi dei trend, sviluppo di nuovi prodotti e servizi, green marketing e marketing sostenibile.
  • Generare valore per il cliente: manovre di marketing, customer value proposition, product management, price management, brand management.
  • Comunicare valore al cliente: comunicazione di marketing, etica della comunicazione. Trasferire valore al cliente: retailing, multichannel management, e­commerce.
  • Marketing dashboard: piano di marketing e marketing metrics.

Risultati di Apprendimento Attesi (RAA)
CONOSCENZA E COMPRENSIONE
Al termine dell'insegnamento, lo studente sarà in grado di...
  • Identificare i fattori alla base delle dinamiche competitive.
  • Comprendere i meccanismi decisionali alla base del comportamento del consumatore.
  • Riconoscere l’importanza delle armi competitive (prodotto, prezzo, distribuzione, comunicazione, forza di vendita, servizi, ecc.) per conseguire efficacemente ed efficientemente gli obiettivi aziendali.
CAPACITA' DI APPLICARE CONOSCENZA E COMPRENSIONE
Al termine dell'insegnamento, lo studente sarà in grado di...
  • Assumere decisioni relative alle strategie di mercato e alla generazione ed al trasferimento di valore al cliente.
  • Giustificare dal punto di vista quantitativo e qualitativo le scelte del mercato da servire.
  • Qualificare le decisioni di marketing rispetto alla dimensione economico-finanziaria.

Modalità didattiche
  • Lezioni frontali
  • Testimonianze (in aula o a distanza)
  • Esercitazioni (esercizi, banche dati, software etc.)
  • Analisi casi studio / Incidents guidati (tradizionali, multimediali)
  • Lavori/Assignment individuali
DETTAGLI
  • Testimonianze: invito di manager di imprese industriali e di consumo a illustrare proprie case history utili per riportare i contenuti teorici alla pratica aziendale.
  • Esercitazioni: utilizzo di algoritmi per assumere e giustificare decisioni.
  • Casi: utilizzo di case history per stimolare lo sviluppo di capacità di problem solving e decision making.
  • Lavori assignment individuali: sistematizzazione dei contenuti teorici mediante una specifica applicazione ad una realtà aziendale con la produzione di un report attraverso un lavoro individuale.

Metodi di valutazione dell'apprendimento
  Accertamento in itinere Prove parziali Prova generale
  • Prova individuale scritta (tradizionale/online)
  •     x
  • Assignment individuale (relazione, esercizio, dimostrazione, progetto etc.)
  •     x
    STUDENTI FREQUENTANTI E NON FREQUENTANTI
    • Prova individuale scritta: la valutazione avviene attraverso una prova finale scritta di accertamento che prevede un set di domande aperte, semiaperte e chiuse. Le domande, di peso variabile, permettono di conseguire la valutazione di 31/30. Un esempio di ciascuna tipologia di domande è reso disponibile nella piattaforma e-learning del corso.
    • Lavoro individuale: ogni discente, individualmente, può predisporre un Report Powerpoint in cui, facendo riferimento ad un’impresa reale selezionata liberamente, deve giustificare la sua strategia di marketing attraverso l’utilizzo dei contenuti paradigmatici, dei framework concettuali e degli algoritmi appresi.

    Materiali didattici
    STUDENTI FREQUENTANTI E NON FREQUENTANTI
    • E. VALDANI, Marketing@Bocconi, Milano, EGEA, 2016 (limitatamente ai capitoli indicati nel syllabus analitico).
    Modificato il 03/07/2018 11:45

    BIEM (6 cfu - I/II sem. - OBS  |  SECS-P/08)
    Docente responsabile dell'insegnamento / Course Director:
    ZEHRA GULEN SARIAL ABI

    Classes: 31 (I sem.) - 32 (I sem.) - 34 (II sem.)
    Instructors:
    Class 31: ADAM ERIC GREENBERG, Class 32: PAK YAN CHOI, Class 34: IOANNIS EVANGELIDIS

    Class group/s taught in English

    Mission & Content Summary
    MISSION

    The course is designed to provide a broad understanding of marketing management and the role of marketing in the society. The course has two main purposes. First, it drives students to understand the basic principles of marketing. Second, it offers students models and tools to manage the exchange process between firms and customers.

    CONTENT SUMMARY

    The course provides students with a learning experience reflecting the true marketing management process existing within firms. 

    1. The first part of the course is dedicated to the diagnostic nature of marketing activity. Here, the course is a walk through the main strategic decisions falling under the marketing domain: developing marketing strategies and plans, capturing marketing insights, understanding consumer and business markets, and identifying targets and segments.
    2. The second part of the course is focused on the implementation side of the marketing, where main strategic policies are concretely realized and oriented to the market: it mainly regards product, pricing, distribution, and communication decisions.

    In summary, the main topics covered during the course are the following:

    • Developing marketing strategies and plans.
    • Gathering information and scanning the environment.
    • Market research.
    • Consumer markets and consumer buying behavior.
    • Business markets and business buying behavior.
    • Identifying targets and segments.
    • Setting product strategy.
    • Designing and managing services.
    • Pricing.
    • Managing retailing, wholesaling and logistics.
    • Designing and managing integrated marketing communications.

    Intended Learning Outcomes (ILO)
    KNOWLEDGE AND UNDERSTANDING
    At the end of the course student will be able to...
    • Gain knowledge to understand the marketing environment.
    • Gain knowledge to do marketing research.
    • Gain knowledge to segment the market and target appropriate market segments.
    • Gain knowledge to make relevant decisions related to marketing mix (i.e., product decisions, pricing decisions, promotion decisions, and distribution decisions).
    APPLYING KNOWLEDGE AND UNDERSTANDING
    At the end of the course student will be able to...
    • Understand the marketing environment.
    • Do marketing research.
    • Segment the market and target appropriate market segments.
    • Make relevant decisions related to marketing mix (i.e., product decisions, pricing decisions, promotion decisions, and distribution decisions).
    • Use their knowledge to manage brands.

    Teaching methods
    • Face-to-face lectures
    • Exercises (exercises, database, software etc.)
    • Case studies /Incidents (traditional, online)
    • Group assignments
    • Interactive class activities (role playing, business game, simulation, online forum, instant polls)
    DETAILS
    • The course involves in-class exercises, case study discussions, and interactive class activities for the students to be able to apply frameworks and tools that they learn during the course. These tools help students to develop specific recommendations and action plans related to marketing activities of the companies. 
    • Group assignments provide students with a real-world marketing problem, where they are asked to suggest recommendations to best solve the problem.

    Assessment methods
      Continuous assessment Partial exams General exam
  • Written individual exam (traditional/online)
  •     x
  • Group assignment (report, exercise, presentation, project work etc.)
  • x    
  • Active class participation (virtual, attendance)
  • x    
  • Peer evaluation
  • x    
    ATTENDING STUDENTS
    • Participation: 10%
    • Partial Group Case Assignment: 20%
    • Final Group Case Assignment: 30%
    • Final Exam: 40%

    Attendance and participation are very important in creating a class environment that is both interesting and meaningful to the student. In addition, no one succeeds in business without first, showing up, and second, expressing themselves in an intelligent manner and asking good questions. Attendance is recorded at the beginning of each section and students have to be present at least for 75% of the attendances in order to gain attending student status.

    NOT ATTENDING STUDENTS
    • Final Exam: 100% Final exam for the non-attending students includes multiple choice questions that is based on the content that is covered in teaching materials.

    Teaching materials
    ATTENDING STUDENTS
    • KOTLER, ARMSTRONG, Principles of Marketing: Global Edition, Pearson Higher Education, 17th Edition. 
    • Case studies.
    NOT ATTENDING STUDENTS
    • KOTLER, ARMSTRONG, Principles of Marketing: Global Edition, Pearson Higher Education, 17th Edition. 
    Last change 03/07/2018 11:45

    CLEF (6 cfu - I sem. - OP  |  SECS-P/08) - BESS-CLES (6 cfu - I sem. - OP  |  SECS-P/08) - BIEF (6 cfu - I sem. - OP  |  SECS-P/08) - BIG (6 cfu - I sem. - OP  |  SECS-P/08) - BEMACS (6 cfu - I sem. - OP  |  SECS-P/08)
    Docente responsabile dell'insegnamento / Course Director:
    ZEHRA GULEN SARIAL ABI

    Classes: 33 (I sem.)
    Instructors:
    Class 33: ZEHRA GULEN SARIAL ABI

    Class group/s taught in English

    Mission & Content Summary
    MISSION

    The course is designed to provide a broad understanding of marketing management and the role of marketing in the society. The course has two main purposes. First, it drives students to understand the basic principles of marketing. Second, it offers students with models and tools to manage the exchange process between firms and customers.

    CONTENT SUMMARY

    The course provides students with a learning experience reflecting the true marketing management process existing within firms.

    • The first part of the course is dedicated to the diagnostic nature of marketing activity. Here, the course is a walk through the main strategic decisions falling under the marketing domain: developing marketing strategies and plans, capturing marketing insights, understanding consumer and business markets, and identifying targets and segments.
    • The second part of the course is focused on the implementation side of the marketing, where main strategic policies are concretely realized and oriented to the market: it mainly regards product, pricing, distribution, and communication decisions.

    In summary, the main topics covered during the course are the following:

    • Developing marketing strategies and plans.
    • Gathering information and scanning the environment.
    • Market research.
    • Consumer markets and consumer buying behavior.
    • Business markets and business buying behavior.
    • Identifying targets and segments.
    • Setting product strategy.
    • Designing and managing services.
    • Pricing.
    • Managing retailing, wholesaling and logistics.
    • Designing and managing integrated marketing communications.

    Intended Learning Outcomes (ILO)
    KNOWLEDGE AND UNDERSTANDING
    At the end of the course student will be able to...
    • Gain knowledge to understand the marketing environment.
    • Gain knowledge to do marketing research.
    • Gain knowledge to segment the market and target appropriate market segments.
    • Gain knowledge to make relevant decisions related to marketing mix (i.e., product decisions, pricing decisions, promotion decisions, and distribution decisions).
    APPLYING KNOWLEDGE AND UNDERSTANDING
    At the end of the course student will be able to...
    • Understand the marketing environment.
    • Do marketing research.
    • Segment the market and target appropriate market segments.
    • Make relevant decisions related to marketing mix (i.e., product decisions, pricing decisions, promotion decisions, and distribution decisions).
    • Use their knowledge to manage brands.

    Teaching methods
    • Face-to-face lectures
    • Exercises (exercises, database, software etc.)
    • Case studies /Incidents (traditional, online)
    • Group assignments
    • Interactive class activities (role playing, business game, simulation, online forum, instant polls)
    DETAILS
    • The course involves in-class exercises, case study discussions, and interactive class activities for the students to be able to apply frameworks and tools that they learn during the course. These tools help students to develop specific recommendations and action plans related to marketing activities of the companies. 
    • Case studies and group assignments provide students with a real-world marketing problem, where they are asked to suggest recommendations to best solve the problem. 

    Assessment methods
      Continuous assessment Partial exams General exam
  • Written individual exam (traditional/online)
  •     x
  • Group assignment (report, exercise, presentation, project work etc.)
  • x    
  • Active class participation (virtual, attendance)
  • x    
  • Peer evaluation
  • x    
    ATTENDING STUDENTS
    • Participation: 10%
    • Partial Group Case Assignment: 20%
    • Final Group Case Assignment: 30%
    • Final Exam: 40%

    Attendance and participation are very important in creating a class environment that is both interesting and meaningful to the student. In addition, no one succeeds in business without first, showing up, and second, expressing themselves in an intelligent manner and asking good questions. Attendance is recorded at the beginning of each section and students have to be present at least for 75% of the attendances in order to gain attending student status. 

    NOT ATTENDING STUDENTS
    • Final Exam: 100% Final exam for the non-attending students includes multiple choice questions that are based on the content that is covered in teaching materials.

    Teaching materials
    ATTENDING STUDENTS
    • KOTLER, ARMSTRONG, Principles of Marketing, Global Edition, Pearson Higher Education, 17th Edition. 
    • Case studies.
    NOT ATTENDING STUDENTS
    • KOTLER, ARMSTRONG, Principles of Marketing, Global Edition, Pearson Higher Education, 17th Edition.
    Last change 03/07/2018 11:46