Academic year 2020/2021
- Course ID
- Rebecca Pera (Lecturer)
- Degree course
- BUSINESS ADMINISTRATION - Curriculum: Business Management and International Marketing
BUSINESS ADMINISTRATION - Curriculum: Finance and Accounting
- 1st year
- Course disciplinary sector (SSD)
- SECS-P/08 - economia e gestione delle imprese
- Formal authority
- Type of examination
- Type of learning unit
Sommario del corso
This course aims at training students around the strategic aspects of marketing, by focusing on long-term strategies to creating company value, customer value and collaborator value. It seeks to go beyond the typical marketing tactics to include stakeholder theory and business ethics as main drivers of value creation and optimal value proposition. The principal marketing strategies will be investigated under the lens of Corporate Social Responsibility in order to outline what competitive advantages companies can gain and sustain while creating value for society and environment at the same time.
Results of learning outcomes
Students will be able to create a marketing plan that groups together strategies for sustaining competitive advantages in the long-term and will be able to change their mindset from the mere logic of competition to the broader logic of co-creation, cooperation and jointness of interest among all stakeholders involved in the value creation process. They will eventually understand the usefulness and the complexity of strategic marketing under unusual perspectives, by intergating stakeholder theory and corporate social responsibility to the everyday marketing activities.
1. Marketing Strategy and Tactics
2. Targeting, Segmentation & Positioning
3. Repositioning & Marketing Plan
4. Case study on SWOT
5. Value Creation: customers, companies, collaborators
6. Value co-creation: participation, collaboration and engagement + case study
7. Corporate Social Responsibility & stakeholder management
8. McDonald’s case: sustainability & repositioning
9. Managing Communication: how to balance new communication purposes?
10. Everyday Sustainability for Business
All the modules will be integrated with case studies developed around specific topics applied to various firms such as Netflix, Air Asia, Amazon, Fitbit.
Students will be involved in the preparation and presentation of new proposals of business development of the Terra Madre Salone del Gusto by Slow Food. A company visit will facilitate the delivery of such project.
Case studies where the participation of all students in class is required.
Learning assessment methods
Written exam with 2/3 open questions.
From 1 to 3 extra-points obtained from the case studies work in class.
The Slow food project (preparation and presentation in group) weights 1/3 of the exam, only for attendants.
Suggested readings and bibliography
- Strategic Marketing Management, Alexander Chernev, 2018 (9th edition), Cerebellum Press USA
- Integrated Company Responsibility in the Food and Beverage Industry, Chiara Civera (2018), Giappichelli
- Good Strategy Bad Strategy, Rummelt (2013)
- Freeman, R. E., Wicks, A. C., & Parmar, B. (2004). Stakeholder theory and “the corporate objective revisited”. Organization science, 15(3), 364-369.
- Harrison, J. S., & Wicks, A. C. (2013). Stakeholder theory, value, and firm performance. Business ethics quarterly, 23(1), 97-124.
- Sulkowski, A. J., Edwards, M., & Freeman, R. E. (2017). Shake Your Stakeholder: Firms Leading Engagement to Cocreate Sustainable Value. Organization & Environment, 1086026617722129.
The teaching activities modalities may vary according to the limitations imposed by the current health crisis. In any case, lectures will be online throughout the academic year.
Le modalità di svolgimento dell'attività didattica potranno subire variazioni in base alle limitazioni imposte dalla crisi sanitaria in corso. In ogni caso è assicurata la modalità a distanza per tutto l'anno accademico.
- Enrollment opening date
- 01/03/2020 at 00:00
- Enrollment closing date
- 31/12/2022 at 23:55