Suggested: Basic marketing course
On completion of this course, students will be aware of the key forces shaping the topic of marketing both from an operative and a strategic point of view. They will know and understand the marketing environment and the major factors to handle in order to differentiate the company offer from the competitor’s one.
They will have studied the significance of culture upon consumption and consumer behaviour (several aspects) and their impact .
This course seeks to examine the implications for marketing strategy and decision making when companies operate in the actual scenario.
The course proposes a resumé and a deepening of the themes of operative and strategic marketing with a theoretical and practical attitude. Particular attention will be given to service''s marketing, consumer behaviour and cross-cultural communication.
Prof Mauro Cavallone (36 hours)
Prof Jan Freidank (12 hours)
Module 1 Prof M Cavallone
The course is divided into 3 parts:
1. Alignment: resuming the concepts of:
- basic marketing (market-centred and clients-centred approaches)
- marketing mix and its evolution from 1954 to today (analysis and updating of the single variables from P’s to E’s and F's)
- strategic alternatives according to Ansoff, Porter, Drucker.
2. Mobilization: the following items to be deepened:
- The concepts of need and of insight
- Definition of value and supply
- Brand and value drivers
- Sustainable marketing
- Retro and viral marketing
- Marketing strategies
- Consumer behaviour
- Cross-cultural communication
- Services’ companies marketing
- Marketing of the B-Corp (Benefic Corporation)
On a voluntary base "the Salmon's project"
Module 2 (marketing strategies)
Prof Jan Freidank
The goal of this module is to transfer marketing concepts and tools to the international environment. Focus will be on companies which are operating in an international environment or which are planning to expand internationally. Particular attention is given to the cultural diversity and its effects on marketing practice.
The course is divided into the following parts:
1. Globalization as basis for international marketing
2. Culture as main driver for international marketing strategy
3. Segmentation strategy for international markets
4. Basic components of internationalization strategy
5. Case Study: Internationalization strategy of some companies (to be defined by the teacher)
both attending and not attending students:
1. teaching material published on the web site by the 2 professors
Marketing and Customer Loyalty : The Extra Step Approach
- Springer 2016 ISBN 978-3-319-51990-6 (International series in Advanced
salmon project output.
• suggested but not mandatory :Viable systems approach (VSA) : governing business dynamics / Gaetano M. Golinelli ; preface by Jim Spohrer. - Padova : CEDAM, 2010
MODULE 1 Prof. M Cavallone
Lectures, classroom exercises ("Dig-Dig" or "you are the teacher" with analysis and presentations , team works (“Salmons project”) , case studies.
Module 2 Prof J.Freidank
Lectures, case studies, classroom exercises, group work and presentation: Use of real life case study to study theoretical concepts in practice
For non attending and not attending students: 100% written exam
67% written exam topics prof. Cavallone (slides and "Marketing and Customer Loyalty: The Extra Step Approach" Book)
33% written exam topics prof. Freidank (flies)
salmons project with prof. Cavallone will give from 0 to 3 extra points
also "dig-dig" or "you are the teacher" on a voluntary base will allow to gain extra points.
The exam will be based on the topics of the course as indicated in this syllabus. Written exams are composed of MCQ (1 point for every correct answer, 0 points for incorrect answers and 5 open questions 6 points each)
“Salmons project” basically consists on a team work aiming at identifying companies’ strategies by going back from their communication and marketing outputs (advertising, products, ecc.)
Examinations on papers from scientific reviews will be proposed, in order to organize public presentation in classroom and to rouse new theories and debates.
the same for "Dig Dig " with the purpose to deep understand some marketing situation or strategy, or with "you are the teacher" in the previous parte of the Course to refresh basic marketing concepts.