30015 - MARKETING / MARKETING

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 privilegiata del dialogo impresa-cliente 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:

• Upstream Marketing: la ricerca delle fonti del valore. Analisi del valore per il cliente e dell’ambiente competitivo.
• Downstream Marketing: la generazione del valore: 
  • progettazione, creazione e trasferimento di valore al cliente;
  • innovazione del valore: attivazione di nuovi mercati e nuove proposizioni di valore. 
• Marketing dashboard: le metriche per misurare i risultati e i contributi degli investimenti di Marketing.

Obiettivo del corso è stimolare, coadiuvare e guidare l’apprendimento del discente affinché possa:

• distinguere le peculiarità del Marketing e il suo contributo all’impresa, al cliente e alla società;
• assumere la centralità del cliente come filosofia gestionale essenziale per l’azienda;
• comprendere il metodo strategico e gli strumenti operativi del Marketing;
• sperimentare, almeno a livello elementare, l’applicazione degli strumenti gestionali del Marketing;
• individuare percorsi di futuro approfondimento nel Marketing e di crescita professionale nell’ambito del Marketing.

• 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, service management, price management, brand management, esperienze di consumo.
• Comunicare valore al cliente: comunicazione di marketing, etica della comunicazione.
• Trasferire valore al cliente: sales management, retailing, multichannel management, digital marketing, customer relationship management.
• Marketing dashboard: piano di marketing e marketing metrics.

Per i Frequentanti
L’esame è in forma scritta, sui contenuti del libro (per i capitoli previsti dal programma dettagliato del corso), sulle lezioni, i casi e le testimonianze in aula.
La valutazione dell’apprendimento è costituita da tre componenti:

• quattro prove intermedie che saranno svolte in itinere durante il corso;
• un assignment di gruppo;
• un eventuale punto di lode assegnato mediante il meccanismo della peer evaluation.

Il peso delle singole componenti della valutazione sarà definito nel programma dettagliato del corso.Non è previsto orale integrativo; non è possibile sostenere l’esame in forma orale.

Per i Non frequentanti
L’esame è in forma scritta, sull’intero libro di testo.
Non è previsto orale integrativo; non è possibile sostenere l’esame in forma orale.

• E. Valdani, M@rketing Management, Milano, EGEA, 2011 (solo i capitoli indicati nel programma dettagliato delle lezioni).

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 participants to understand the basic principles of marketing; second, it offers attendees with models and tools to manage the exchange process between firms and customers. In accordance with these purposes, the course provides students with a learning experience reflecting the true marketing management process existing within firms.

Consistently, 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 section 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.

• 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.
• Creating Brand Equity and Crafting the Brand Position.
• Competitive Dynamics.
• Setting Product Strategy.
• Designing and Managing Services.
• Pricing.
• Managing Retailing, Wholesaling, and Logistics.
• Designing and Managing Integrated Marketing Communications.
• Social Responsibility and Ethics.

For attending students
Final Written Exam, 40%.
3 Cases (3 hand ins), 10% each = 30%.
1 Final Group Project (Marketing Plan), 30%.

For non attending students
Final Written Exam, 100%.

For attending students

• P. KOTLER, G. ARMSTRONG, Principles of Marketing, Global Edition, Pearson Higher Education, 2012, 15th Ed.
• Additional cases/projects to be announced and distributed in class. 

For non attending students

• P. KOTLER, G. ARMSTRONG, Principles of Marketing, Global Edition, Pearson Higher Education, 2012, 15th Ed.

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 participants to understand the basic principles of marketing; second, it offers attendees with models and tools to manage the exchange process between firms and customers. In accordance with these purposes, the course provides students with a learning experience reflecting the true marketing management process existing within firms.

Consistently, 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 section 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.

• 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.
• Creating Brand Equity and Crafting the Brand Position.
• Competitive Dynamics.
• Setting Product Strategy.
• Designing and Managing Services.
• Pricing.
• Managing Retailing, Wholesaling, and Logistics.
• Designing and Managing Integrated Marketing Communications.
• Social Responsibility and Ethics.

For non attending students
Final written exam on textbook, 100%.

For attending students
Final Exam, 40%.
3 Cases (3 hand ins), 10 each = 30%.
1 Final Group Project (Marketing Plan), 30%.

For non attending students

• P. KOTLER, G. ARMSTRONG, Principles of Marketing, Pearson Higher Education, 2012, Global Edition, 15th ed.

For attending students

• C.W. LAMB, J.F. HAIR, C. MCDANIEL, MKTG 6., Cengage Learning, Mason OH, 2013.
• Additional cases to be announced and distributed in class.