30015 - MARKETING / MARKETING
CLEAM - WBB - CLEF - BESS-CLES - BIEMF - BIEMF
Per la lingua del corso verificare le informazioni sulle classi/
For the instruction language of the course see class group/s below
ENRICO VALDANI
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: ANNA USLENGHI, Classe 8: VALENTINA FORNARI, Classe 9: ARIANNA BRIOSCHI
Classe/i impartita/e in lingua italiana
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.
- 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.
- 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.
- E. VALDANI, M@rketing Management, Milano, EGEA, 2011 (capitoli indicati nel programma dettagliato delle lezioni più altri tre capitoli dal libro di testo scelti liberamente dal discente all’interno di una rosa predefinita riportata nel syllabus).
ZEHRA GULEN SARIAL ABI
Class group/s taught in English
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.
- Branding.
- Setting Product Strategy.
- Designing and Managing Services.
- Pricing.
- Managing Retailing, Wholesaling, and Logistics.
- Designing and Managing Integrated Marketing Communications.
- Social Responsibility and Ethics.
- Group projects.
- Final written exam.
- Final written exam.
- P. Kotler , G. Armstrong, Principles of Marketing: Global Edition. Pearson Higher Education, 2015 (chapters assigned by instructor - to be confirmed).16th Ed.
- P. Kotler , G. Armstrong, Principles of Marketing: Global Edition . Pearson Higher Education, 2015 (all chapters - to be confirmed).16th Ed.
ZEHRA GULEN SARIAL ABI
Class 31: THOMAS EICHENTOPF, Class 32: ZEHRA GULEN SARIAL ABI
Class group/s taught in English
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.
- Branding.
- 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 Exam 40%
3 Cases (3 hand ins) 10 each = 30%
1 Final Group Project (Marketing Plan) 30%
For non attending students:
Final written Exam
• Kotler & Armstrong, Principles of Marketing: Global Edition (16th Ed). Pearson Higher Education.
• Additional cases to be announced and distributed in class
Non - Attending students
• Kotler & Armstrong, Principles of Marketing: Global Edition (16th Ed). Pearson Higher Education.
ZEHRA GULEN SARIAL ABI
Class group/s taught in English
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.
- Branding.
- Setting Product Strategy.
- Designing and Managing Services.
- Pricing.
- Managing Retailing, Wholesaling, and Logistics.
- Designing and Managing Integrated Marketing Communications.
- Social Responsibility and Ethics.
- Cases
- Group Project
- Final Exam
NON Attending students
Final Exam
• Kotler & Armstrong, Principles of Marketing: Global Edition (16th Ed). Pearson Higher Education.
• Additional cases to be announced
Non - Attending students
• Kotler & Armstrong, Principles of Marketing: Global Edition (16th Ed). Pearson Higher Education.