Insegnamento a.a. 2019-2020

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 con un Business Game.
•  Individuare percorsi di futuro approfondimento nel Marketing e di crescita professionale nell’ambito di tale funzione aziendale.

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.

I principali argomenti affrontati sono i seguenti:

• Il valore dell’orientamento al mercato.
• Customer Insight: processo comportamento di acquisto e consumo.
• Market Sensing: la segmentazione del mercato, 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.

• 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.

• Valutare le diverse strategie di mercato finalizzate alla generazione ed al trasferimento di valore al cliente.
• Analizzare dal punto di vista quantitativo e qualitativo le scelte del mercato da servire.
• Collegare le decisioni di marketing rispetto alla dimensione economico-reddituale.

• Lezioni frontali
• Testimonianze (in aula o a distanza)
• Esercitazioni (esercizi, banche dati, software etc.)
• Altre attivita' d'aula interattive (role playing, business game, simulation, online forum, instant polls)

• Testimonianze: invito di manager di imprese industriali e di servizio per 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.
• Altre attività d'aula interattive: sistematizzazione dei contenuti teorici mediante l'utilizzo di un Business Game.

• Prova individuale scritta: la prova scritta ha l’obiettivo di valutare il grado di conoscenza dei modelli teorici, delle definizioni e degli algoritmi (con relative modalità di utilizzo) analizzati durante il corso con riferimento a tutte le tematiche illustrate nel syllabus analitico. 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.
• Assignment individuale: ciascun discente ha l'opzione di partecipare ad una simulazione di mercato che gli offre la possibilità di praticare i processi di problem solving e decision making. La simulazione permette infatti di segmentare il mercato ed analizzare il comportamento del consumatore e quello della concorrenza. Nel processo di decision making deve invece dimostrare la capacità di assumere decisioni di innovazione di prodotto, di definizione del prezzo di vendita, delle politiche di comunicazione e di distribuzione, giustificando tali decisioni anche nella prospettiva economico-reddituale. La valutazione dell’assignment si propone di verificare l’effettiva partecipazione del discente al processo di simulazione proposto e di apprezzare le performance reddituali raggiunte mediante le decisioni prese e le azioni conseguenti. L'assignment ("business game") è un'opzione offerta sia ai discenti frequentanti sia a quelli non frequentanti, esclusivamente durante il quadrimestre in cui è impartito l'insegnamento.

Il discente ha pertanto l'opzione o di:

a) sostenere solo la prova individuale scritta sopra illustrata.

b) sostenere la medesima prova senza dover rispondere alla sezione di domande a risposta multipla, solo avendo partecipato individualmente al business game ed avendo completato tutte le simulazioni previste. Nell'opzione b), i 10 punti altrimenti conseguibili attraverso la sezione di domande a risposte multiple sono computati per ogni discente che abbia partecipato a tutte le simulazioni previste dal business game completandole, come segue:

• 8 punti per i discenti la cui performance, conseguita nella classifica prodotta dal business game, risulti pari o inferiore alla media delle performance di tutti i discenti con cui si compete.
• 11 punti (10 punti+1 punto aggiuntivo) per i discenti la cui performance, conseguita nella classifica prodotta dal business game, risulti superiore alla media delle performance di tutti i discenti con cui si compete.

• E. VALDANI, Marketing@Bocconi, Milano, EGEA, 2016 (ad eccezione dei capitoli 18, 24, 25 e 26).

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.

• Learn how to conduct marketing research.
• Learn how to segment the market and target appropriate market segments.
• Learn how to make decisions related to products, communications, distribution, and pricing.

• 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).
• Develop a branding strategy.

• 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)

• 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.

• Group Assignment: 50%
• Final Exam: 50%

Final Exam: 100% final exam for the non-attending students.

• KOTLER, ARMSTRONG, Principles of Marketing: Global Edition, Pearson Higher Education, 17th Edition. 
• Case studies.

• KOTLER, ARMSTRONG, Principles of Marketing: Global Edition, Pearson Higher Education, 17th Edition. 

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.

• Learn how to conduct marketing research.
• Learn how to segment the market and target appropriate market segments.
• Learn how to make decisions related to products, communications, distribution, and pricing.

• 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).
• Develop a branding strategy.

• 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)

• 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. 

• Group Assignment: 50%
• Final Exam: 50%

Final Exam: 100% final exam for the non-attending students. 

• KOTLER, ARMSTRONG, Principles of Marketing, Global Edition, Pearson Higher Education, 17th Edition. 
• Case studies.

• KOTLER, ARMSTRONG, Principles of Marketing, Global Edition, Pearson Higher Education, 17th Edition.

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.

• Learn how to conduct marketing research.
• Learn how to segment the market and target appropriate market segments.
• Learn how to make decisions related to products, communications, distribution, and pricing.

• 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).
• Develop a branding strategy.

• 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)

• 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.

• Group Assignment: 50%
• Final Exam: 50%

Final Exam: 100% final exam for the non-attending students.

• KOTLER, ARMSTRONG, Principles of Marketing: Global Edition, Pearson Higher Education, 17th Edition. 
• Case studies.

• KOTLER, ARMSTRONG, Principles of Marketing: Global Edition, Pearson Higher Education, 17th Edition.