master degreecourse in marketing strategies (910008)
TRANSCRIPT
Marketing Strategies(910008)
Academic Year 2019/2020
First release February 18th 2020
PROFESSORS Prof. Mauro CavalloneProf. Jan Freidank
CLASSROOM SITECaniana /Moroni
Master Degree Course in International Management, Entrepreneurship and Finance
«The marketing strategy lays out target markets and the value
proposition that will be offered based on an analysis of the best
market opportunities»
Marketing Strategies
(Philip Kotler & Kevin Keller, Marketing Management, Pearson, 14th Edition)
• Frontal lectures
• Visiting professor (Prof. Freidank)
• Seminars
• Guest Speakers
• Students’ prensentations
• Team work “Salmons project”
• Spontaneous “dig-dig” presentations
Course delivery
The course is divided into 3 parts:
• Alignment
• Mobilization
• Acceleration
Course contents (Module 1) – Prof. Mauro Cavallone (36h)
1. Alignment: Resuming the concepts of:
1. basic marketing (market-centred and clients-centred approaches)
2. marketing mix and its evolution from 1954 to 20182.1. Product2.2. Price2.3. Place2.4. Communication
Course contents (Module 1) – Prof. Mauro Cavallone
2. MobilitizationThe following items to be deepened:
3. Marketing in the age of complexity
• analysis the concepts of need and of insightand, the updating of the single
variables of the marketing mix from P’s to E’s and F’s)
• Integrating traditional and digital marketing
4. Managing the total marketing effort
5. Introduction to marketing strategies.
6. Strategies for Mature & Declining Markets
7. Market Segmentation
8. Strategic planning & Marketing Plan
9. Value drivers
Course contents (Module 1) – Prof. Mauro Cavallone
3. Acceleration
10. Services companies marketing11. Consumer behaviour12. I.T.E.R. Marketing
• Business Planning (Ing. Marco Geneletti)
This is a general overview, the contents may vary during the course
Course contents (Module 1) – Prof. Mauro Cavallone
On a voluntary base:
Students can accumulate a
maximum of 5 extra points
Students’ prensentations – “You are the teacher”
(4 couples of volunteers; topics: product, price, promotion and distribution) only former students
from Marketing 87107 or Marketing Internazionale 87108 or former marketing students from
other universities. maximum 2 Extra points and 4 couples
How to partecipate:
Send an email to [email protected] with:
Your name, surname and ID
The name of your collegue and her/his ID
From today 18thFebruary 5pm to 19thFebruary 10am.
Each couple must send only one email.
The topic will be assigned according to the arrival order, you will receive an email with the slides.
Presentation: 28th February and 5th March
• Team work “Salmons project” – maximum 3 Extra points – see specific slide
• Spontaneous “dig-dig” presentations - maximum 1 Extra point
Any student can chose a specific topic that she/he would like to investigate, after
preparing a ppt presentation, she/he will present to the the class her/his research.
Both topic and presentation day need to be agreed with the lecturer
On a voluntary base:
Students can accumulate a
maximum of 5 extra points
Salmons project:basically consists in a team work aiming at identifying companies’ strategies by going backfrom their communication and marketing outputs (advertising, products, ecc.).
Aim of this research study is to define the perceivedmarketing strategy of some international companies (brand).Students will be divided into groups and will present theirwork to the class during lessons supported by a Power Pointpresentation (see specific file to be published April 2020).Students’ presentations 28 th – 29 th May
Teaching activities – Module 1 & 2
The goal of this module is to transfer marketing strategy concepts and tools to the internationalenvironment. Focus will be on companies which are operating in an international and/orturbulent environment. Special attention will be given to the analysis and application of strategicmanagement tools and practices which enable companies to achieve and maintain acompetitive advantage.
Course contents (Module 2) – Prof. Jan Freidank (12h)
The course is divided into the following parts:
1. Globalization as basis for international marketing strategy
2. Transferring company vision into action
3. Identifying growth strategies
4. Developing and maintaining a core competence
5. Developing and managing a company portfolio
Course contents (Module 2) – Prof. Jan Freidank (12h)
Thursday :
10.30 - 12.30
Friday (7 Moroni):
8.30 – 10.30
N.B.Thursday 20th february lesson is cancelledFriday 21st February lesson is in room Galeotti 8,30 – 12,30Thursday 28th May and Friday 29th May (11.30 - 14.30) Salmons presentations
Other possible changes will be announced in advance during lectures
Class Schedule – Module 1 (36 hours ) Prof. Cavallone
17 th February –8th April; 27th April - 30th April, 4th May- 30th May
Three main speakers:1. Bonduelle2. Brembo3. Italia Zuccheri
Friday 21st February lesson is in room Galeotti 8,30 – 12,30
Thursday 7th May:
to be defined
Friday 8th May:
8.30 – 11.30
Thursday 21st May:
to be defined
Friday 22nd May:
8.30 – 11.30
Class Schedule – Module 2 (12 hours )
For both attending and not attending students the exam will be based on:
• Teaching material presented during lectures (slides: Prof. Cavallone and Prof. Freidank)• Book M.Cavallone: “Marketing and Customer Loyalty: The Extra Step Approach”(ed.Springer) (all the chapters)• Salmons project’s presentation (voluntary)
Teaching material (slides) will be published online at www.unibg.it (Didattica –Dipartimenti > Dipartimento di Scienze aziendali, economiche e metodi quantitativi >Indice degli insegnamenti > 910008 Marketing Strategies) and will be password-accessible.
Assessment – Module 1 & 2
75%
Written exam – Prof. Cavallone
Multiple choice questions about the material presented during the classes and the book “Marketing and Customer Loyalty: The Extra StepApproach” (all the chapters)
N.B.: To pass the exam, you have to get a positive mark (18/30) in both Prof.
Cavallone and Prof. Freidank written/oral tests.
From 1 to3 extra points
Salmons project presentation
Aim of this research study is to define the perceived marketing strategy of some international companies (brand). Students will bedivided into groups and will present their work to the class duringlectures supported by a Power Point presentation (see specific file).
25%Written exam - Prof. Freidank exam Multiple choice questions aboutthe material presented during the classes
Assessment
In addition to professors’ website material, a written or oral exam will be based also on the followingtext:
M.Cavallone: “Marketing and Customer Loyalty: The Extra Step Approach” (ed.Springer)
You can find the book at the link http://www.springer.com/it/book/9783319519906
Assessment – Module 1 & 2
Suggested reading (voluntary):All national and international reviews related to marketing, as well as
economic magazines such as Businessweek, Forbes, Fortune.
Further suggested reading (voluntary):
• Viable systems approach (VSA): governing business dynamicsGaetano M. Golinelli; preface by Jim Spohrer. Padova: CEDAM, 2010
• Marketing Strategies: A Decision-Focused ApproachOrville Walker, John MullinsMcGraw-Hill, 2014
Bibliographic References
• Kotler, P., Kartajaya, H., & Setiawan, I. (2016). Marketing 4.0: Moving from traditional to digital. John Wiley & Sons.
September:
Wednesday 9th at 12,00
Monday 6th at 12,00
July:
Wednesday 17th at 12.00
June:
Exams
Attendance to the course Marketing Strategies is NOT compulsory.Students that decide to attend because:• they are interested in the subjects dealt with• they think it is useful to prepare the exam• they want to participate in an active way to the course
These students have the right to follow classes in an environment adequate forlearning.
Attending to the lectures gives you the possibility to gain extra pointswith active participation, individual presentations (e.g. “You are the teacher”, “Sponteneous “dig” presentations ) and Salmons Project (all voluntary)
Considerations before the beginning
1) Respect class hours.
2) The pause during the lesson is a break for everybody.
3) For any information or question, it is better to come to the teacher’s officeduring consultation hours rather than writing an e-mail.
4) Ask general questions about the course (exams, teaching materials, tests,ecc.) in public view before the class beginning/retake.
Some recommendations
Consultation hours (office 253; see office hours @ www.unibg.it):
• Prof. Mauro Cavallone.
• Prof. Jan Freidank.
E-mail:
For any information
Are you ready to start?
If Yes ..
Welcome on board and enjoy your Marketing Strategiescourse.
Prof. Mauro Cavallone Prof. Jan Freidank