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Strategic Marketing
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Strategic Marketing
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Academic year 2022/2023
- Course ID
- MAN0522
- Teaching staff
- Rebecca Pera (Lecturer)
Giacomo Bagna (Tutor) - Degree course
- BUSINESS ADMINISTRATION - Curriculum: Business Management and International Marketing
BUSINESS ADMINISTRATION - Curriculum: Finance and Accounting - Year
- 1st year
- Teaching period
- Second Term
- Type
- Distinctive
- Credits/Recognition
- 5
- Course disciplinary sector (SSD)
- SECS-P/08 - management
- Delivery
- Formal authority
- Language
- English
- Attendance
- Obligatory
- Type of examination
- Written
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Sommario del corso
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Course objectives
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.
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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.
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Course delivery
Frontal lectures.
Case studies where the participation of all students in class is required.
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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.
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Program
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.
Suggested readings and bibliography
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