Insegnamento a.a. 2020-2021

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.
• Gaining Customer Insights.
• Understanding Consumer markets and consumer buying behavior.
• Business markets and business buying behavior.
• Identifying targets and segments.
• Setting product strategy.
• Branding
• Pricing.
• Managing channel, wholesale and retail.
• Designing and managing integrated marketing communications.

• Understand how marketing creates value for customers, firms and society as a whole
• Learn how to conduct marketing research.
• Identify market segments and target appropriate market segments.
• Explain how companies can reach their desired positioning within the market
• Discuss the role and evolution of branding strategies
• Learn how to make decisions related to distribution, products, communications and pricing.

• Apply the appropriate methods and tools to create value for customers and firms
• Perform a marketing environment analysis.
• Design marketing research activities
• Segment the market and target appropriate market segments.
• Develop a branding strategy
• Make relevant decisions related to marketing mix (i.e., product decisions, pricing decisions, promotion decisions, and distribution decisions).

• Face-to-face lectures
• Guest speaker's talks (in class or in distance)
• Exercises (exercises, database, software etc.)
• Case studies /Incidents (traditional, online)
• Group assignments

• The course involves interactive class activities, in-class exercises and case study discussions for the students to be able to apply frameworks and tools learned during the course. These tools help participants to develop specific recommendations and action plans related to companies’ marketing activities.
• Lectures: The course consists of lectures. These lectures focus on theoretical aspects of marketing but also on business cases that identify and illustrate practical managerial problems to be analyzed and discussed.
• Group Assignment: During the term, attending students (only) will hand in one written group assignment work. The elaboration of this assignment will demonstrate students the capability (1) to identify the correct methodology for solving business and management problems, (2) apply those methodologies to real-world decisions. This teaching method mainly aims at teaching to work well in a team environment since this is an essential skill for any successful businessperson or entrepreneur.

Participants’ assessment is based on two main components:

1. a written group assignment (50% of the final grade)

2. a final, individual exam in written form (50% of the final grade).

1. Written group assignment (50%): Participants will be asked to group together and they will be given one written assignment during the term. This assignment consists in writing up a marketing plan for a business idea the group has or for an existing company.

The marketing plan should contain an analysis of the situation surrounding a marketing problem and a proposed course of action. Detailed components of a marketing plan will be presented in class. This written assignment is intended to verify the ability of participants to identify and examine the main problems associated with the design of a meaningful marketing plan thus applying the knowledge developed during the course.

2. Final individual exam (50%): There will be one final, individual exam in written form. The exam will refer to concepts, models, cases and any other material from the textbook, classroom discussions, and any supplemental material provided by the instructor. The exam will be made up of multiple-choice questions and short-essay questions, which will mainly aim at verifying participants’ ability to articulate reasoning and apply it to concrete business practice.

ATTENDING STUDENTS can take the exam as an attending student ONLY in the first two exam sessions that are announced. The other exam sessions are for NON-ATTENDING STUDENTS only.

• Final Exam: 100%

Assessment for the non-attending students is based on a final, individual exam in written form.

The exam will refer to concepts, models, cases and any other material present in the ENTIRE textbook (all chapters). It will be made up of multiple-choice questions and short-essay questions, which will mainly aim at verifying participants’ ability to articulate reasoning and apply it to concrete business practice.

• Kotler & Armstrong, Principles of Marketing: Global Edition (18th Ed), Pearson Higher Education.

• Kotler & Armstrong, Principles of Marketing: Global Edition (18th Ed), Pearson Higher Education (all chapters).

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.
• Gaining Customer Insights.
• Understanding Consumer markets and consumer buying behavior.
• Business markets and business buying behavior.
• Identifying targets and segments.
• Setting product strategy.
• Branding
• Pricing.
• Managing channel, wholesale and retail.
• Designing and managing integrated marketing communications.

• Understand how marketing creates value for customers, firms and society as a whole
• Learn how to conduct marketing research.
• Identify market segments and target appropriate market segments.
• Explain how companies can reach their desired positioning within the market
• Discuss the role and evolution of branding strategies
• Learn how to make decisions related to distribution, products, communications and pricing.

• Apply the appropriate methods and tools to create value for customers and firms
• Perform a marketing environment analysis.
• Design marketing research activities
• Segment the market and target appropriate market segments.
• Develop a branding strategy
• Make relevant decisions related to marketing mix (i.e., product decisions, pricing decisions, promotion decisions, and distribution decisions).

• Face-to-face lectures
• Guest speaker's talks (in class or in distance)
• Exercises (exercises, database, software etc.)
• Case studies /Incidents (traditional, online)
• Group assignments

• The course involves interactive class activities, in-class exercises and case study discussions for the students to be able to apply frameworks and tools learned during the course. These tools help participants to develop specific recommendations and action plans related to companies’ marketing activities.
• Lectures: The course consists of lectures. These lectures focus on theoretical aspects of marketing but also on business cases that identify and illustrate practical managerial problems to be analyzed and discussed.
• Group Assignment: During the term, attending students (only) will hand in one written group assignment work. The elaboration of this assignment will demonstrate students the capability (1) to identify the correct methodology for solving business and management problems, (2) apply those methodologies to real-world decisions. This teaching method mainly aims at teaching to work well in a team environment since this is an essential skill for any successful businessperson or entrepreneur.

Participants’ assessment is based on two main components:

1. a written group assignment (50% of the final grade)

2. a final, individual exam in written form (50% of the final grade).

1. Written group assignment (50%): Participants will be asked to group together and they will be given one written assignment during the term. This assignment consists in writing up a marketing plan for a business idea the group has or for an existing company.

The marketing plan should contain an analysis of the situation surrounding a marketing problem and a proposed course of action. Detailed components of a marketing plan will be presented in class. This written assignment is intended to verify the ability of participants to identify and examine the main problems associated with the design of a meaningful marketing plan thus applying the knowledge developed during the course.

2. Final individual exam (50%): There will be one final, individual exam in written form. The exam will refer to concepts, models, cases and any other material from the textbook, classroom discussions, and any supplemental material provided by the instructor. The exam will be made up of multiple-choice questions and short-essay questions, which will mainly aim at verifying participants’ ability to articulate reasoning and apply it to concrete business practice.

ATTENDING STUDENTS can take the exam as an attending student ONLY in the first two exam sessions that are announced. The other exam sessions are for NON-ATTENDING STUDENTS only.

• Final Exam: 100%

Assessment for the non-attending students is based on a final, individual exam in written form.

The exam will refer to concepts, models, cases and any other material present in the ENTIRE textbook (all chapters). It will be made up of multiple-choice questions and short-essay questions, which will mainly aim at verifying participants’ ability to articulate reasoning and apply it to concrete business practice.

• Kotler & Armstrong, Principles of Marketing: Global Edition (18th Ed), Pearson Higher Education.

• Kotler & Armstrong, Principles of Marketing: Global Edition (18th Ed), Pearson Higher Education (all chapters).

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.
• Gaining Customer Insights.
• Understanding Consumer markets and consumer buying behavior.
• Business markets and business buying behavior.
• Identifying targets and segments.
• Setting product strategy.
• Branding
• Pricing.
• Managing channel, wholesale and retail.
• Designing and managing integrated marketing communications.

• Understand how marketing creates value for customers, firms and society as a whole
• Learn how to conduct marketing research.
• Identify market segments and target appropriate market segments.
• Explain how companies can reach their desired positioning within the market
• Discuss the role and evolution of branding strategies
• Learn how to make decisions related to distribution, products, communications and pricing.

• Apply the appropriate methods and tools to create value for customers and firms
• Perform a marketing environment analysis.
• Design marketing research activities
• Segment the market and target appropriate market segments.
• Develop a branding strategy
• Make relevant decisions related to marketing mix (i.e., product decisions, pricing decisions, promotion decisions, and distribution decisions).

• Face-to-face lectures
• Online lectures
• Guest speaker's talks (in class or in distance)
• Exercises (exercises, database, software etc.)
• Case studies /Incidents (traditional, online)
• Group assignments

The course involves interactive class activities, in-class exercises and case study discussions for the students to be able to apply frameworks and tools learned during the course. These tools help participants to develop specific recommendations and action plans related to companies’ marketing activities.

Lectures: The course consists of lectures. These lectures focus on theoretical aspects of marketing but also on business cases that identify and illustrate practical managerial problems to be analyzed and discussed.

Group Assignment: During the term, attending students (only) will hand in one written group assignment work. The elaboration of this assignment will demonstrate students the capability (1) to identify the correct methodology for solving business and management problems, (2) apply those methodologies to real-world decisions. This teaching method mainly aims at teaching to work well in a team environment since this is an essential skill for any successful businessperson or entrepreneur.

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

Participants’ assessment is based on two main components:

1.  a written group assignment (50% of the final grade)

2.  a final, individual exam in written form (50% of the final grade).

1. Written group assignment (50%): Participants will be asked to group together and they will be given one written assignment during the term. This assignment consists in writing up a marketing plan for a business idea the group has or for an existing company.

The marketing plan should contain an analysis of the situation surrounding a marketing problem and a proposed course of action. Detailed components of a marketing plan will be presented in class. This written assignment is intended to verify the ability of participants to identify and examine the main problems associated with the design of a meaningful marketing plan thus applying the knowledge developed during the course.
 

2. Final individual exam (50%): There will be one final, individual exam in written form. The exam will refer to concepts, models, cases and any other material from the textbook, classroom discussions, and any supplemental material provided by the instructor. The exam will be made up of multiple-choice questions and short-essay questions, which will mainly aim at verifying participants’ ability to articulate reasoning and apply it to concrete business practice.

ATTENDING STUDENTS can take the exam as an attending student ONLY in the first two exam sessions that are announced. The other exam sessions are for NON-ATTENDING STUDENTS only.

Final Exam: 100%

Assessment for the non-attending students is based on a final, individual exam in written form.
 

The exam will refer to concepts, models, cases and any other material present in the ENTIRE textbook (all chapters). It will be made up of multiple-choice questions and short-essay questions, which will mainly aim at verifying participants’ ability to articulate reasoning and apply it to concrete business practice.

• Kotler & Armstrong, Principles of Marketing: Global Edition (18th Ed), Pearson Higher Education.

• Kotler & Armstrong, Principles of Marketing: Global Edition (18th Ed), Pearson Higher Education (all chapters)