Vai al contenuto principale
Oggetto:
Oggetto:

Strategic Marketing

Oggetto:

Strategic Marketing

Oggetto:

Academic year 2019/2020

Course ID
MAN0300
Teaching staff
Chiara Civera (Lecturer)
Augusto Bargoni (Tutor)
Year
2nd year
Type
Related or integrative
Credits/Recognition
12
Course disciplinary sector (SSD)
SECS-P/08 - economia e gestione delle imprese
Delivery
Formal authority
Language
English
Attendance
Optional
Type of examination
Oral
Oggetto:

Sommario del corso

Oggetto:

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.

Oggetto:

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.

Oggetto:

Course delivery

Frontal lectures. 

Case studies where the participation of all students in class is required. 

Oggetto:

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 Leone project (preparation and presentation in group) weights 1/3 of the exam, only for attendants. 

!!!!!ATTENTION: DUE TO THE CURRENT COVID-19 EMERGENCY, SUMMER SESSION 2020 EXAMS WILL BE UNDERTAKEN ORALLY AND ONLINE THROUGH WEBEX, BY CONNECTING TO THE PROFESSOR'S PERSONAL MEETING ROOM. A LINK TO THE MEETING ROOM WILL BE SENT TO STUDENTS AFTER ENROLLING TO THE EXAM. 

 

Oggetto:

Program

1. Marketing Strategy and Tactics

2. Targeting, Segmentation & Positioning

3. Repositioning & Marketing Plan

4. Case study on SWOT (Coca Cola)

5. Value Creation: customers, companies, collaborators

6. Value co-creation: participation, collaboration and engagement + case study

7. Corporate Social Responsibility for marketing

8. McDonald’s case: sustainability & repositioning

9. Stakeholder theory, stakeholder management, stakeholder engagement

10. Pastiglie Leone project

Students will be involved in the preparation and presentation of new proposals of business development for Pastiglie Leone and will be working closely with company managers. A company visit will facilitate the delivery of such project.

Suggested readings and bibliography

Oggetto:

Strategic Marketing Management, Alexander Chernev, 2018 (9th edition), Cerebellum Press USA

- Integrated Company Responsibility in the Food and Beverage Industry, Chiara Civera (2018), Giappichelli

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.



Oggetto:
Last update: 30/04/2020 10:27
Location: https://www.business-administration.unito.it/robots.html
Non cliccare qui!