This course provides students with a comprehensive overview of strategic management in organizations, combining management principles with economic and marketing concepts. The course is designed to examine principles, techniques, and models of organizational and market analysis, and discuss the theory and practice of business strategy formulation and implementation. It also focuses on strategic marketing, consumer behavior, and corporate communication as fundamental elements in the development of any business strategy.
Curriculum
teacher profile teaching materials
In detail, the main topics covered include:
- Strategic marketing framework (5C) and G-STIC action plan
- Porter’s Five Forces and SWOT analysis
- Marketing strategy and tactics
- Consumer behavior, customer value creation, and CRM
- Market targeting and segmentation
- Creating value for the company and its stakeholders
- Gaining and defending market position
- Product and service management
- Brand management
- Communication and incentive management
- Persuasion and cognitive biases in sales and managerial decisions
- Pricing management
- Personal selling and retail sales strategies
- Creativity, innovation, and development
The course also includes case studies and practical exercises.
A more detailed syllabus is provided by the instructor on the Moodle platform.
La Bella, A. & Capece, G. Manuale di Direzione d'Impresa, Franco Angeli. (ONLY THE CHAPTER NAMED "Creatività, Innovazione e Sviluppo")
Elective reading:
- Roberts, K. Lovemarks, powerHouse Books
- Cialdini, R. Influence: The Psychology of Persuasion, Revised Edition. Harper Business
All the materials made available by the teacher on the Moodle platform are part of the course and their study is necessary to pass the final exam. They are provided in addition to the textbooks listed here.
Programme
The course is designed to introduce key concepts of strategic management and marketing, combined with elements of economics and business. Students are also guided in applying these concepts to real business cases.In detail, the main topics covered include:
- Strategic marketing framework (5C) and G-STIC action plan
- Porter’s Five Forces and SWOT analysis
- Marketing strategy and tactics
- Consumer behavior, customer value creation, and CRM
- Market targeting and segmentation
- Creating value for the company and its stakeholders
- Gaining and defending market position
- Product and service management
- Brand management
- Communication and incentive management
- Persuasion and cognitive biases in sales and managerial decisions
- Pricing management
- Personal selling and retail sales strategies
- Creativity, innovation, and development
The course also includes case studies and practical exercises.
A more detailed syllabus is provided by the instructor on the Moodle platform.
Core Documentation
Chernev, A. (2019). Strategic Marketing Management: Theory and Practice. Cerebellum Press.La Bella, A. & Capece, G. Manuale di Direzione d'Impresa, Franco Angeli. (ONLY THE CHAPTER NAMED "Creatività, Innovazione e Sviluppo")
Elective reading:
- Roberts, K. Lovemarks, powerHouse Books
- Cialdini, R. Influence: The Psychology of Persuasion, Revised Edition. Harper Business
All the materials made available by the teacher on the Moodle platform are part of the course and their study is necessary to pass the final exam. They are provided in addition to the textbooks listed here.
Attendance
Students are strongly encouraged to attend classes, as in-class participation provides the opportunity to deepen their understanding through direct interaction with the instructor and classmates. Studying the materials provided and recommended by the instructor is important, as is attending lectures, which allows students to gain additional perspectives and information. For students who are unable to attend for valid reasons, as specified by the University regulations—such as working students—additional materials will be provided or recommended to facilitate the understanding of topics and ensure adequate exam preparation, allowing for remote learning. Students who fall under the categories outlined in the University regulations are invited to contact the instructor for further guidance.Type of evaluation
Oral exam, including the discussion of a project presented by students (group work). Please refer to the Moodle platform for more details. teacher profile teaching materials
In detail, the main topics covered include:
- Strategic marketing framework (5C) and G-STIC action plan
- Porter’s Five Forces and SWOT analysis
- Marketing strategy and tactics
- Consumer behavior, customer value creation, and CRM
- Market targeting and segmentation
- Creating value for the company and its stakeholders
- Gaining and defending market position
- Product and service management
- Brand management
- Communication and incentive management
- Persuasion and cognitive biases in sales and managerial decisions
- Pricing management
- Personal selling and retail sales strategies
- Creativity, innovation, and development
The course also includes case studies and practical exercises.
A more detailed syllabus is provided by the instructor on the Moodle platform.
La Bella, A. & Capece, G. Manuale di Direzione d'Impresa, Franco Angeli. (ONLY THE CHAPTER NAMED "Creatività, Innovazione e Sviluppo")
Elective reading:
- Roberts, K. Lovemarks, powerHouse Books
- Cialdini, R. Influence: The Psychology of Persuasion, Revised Edition. Harper Business
All the materials made available by the teacher on the Moodle platform are part of the course and their study is necessary to pass the final exam. They are provided in addition to the textbooks listed here.
Programme
The course is designed to introduce key concepts of strategic management and marketing, combined with elements of economics and business. Students are also guided in applying these concepts to real business cases.In detail, the main topics covered include:
- Strategic marketing framework (5C) and G-STIC action plan
- Porter’s Five Forces and SWOT analysis
- Marketing strategy and tactics
- Consumer behavior, customer value creation, and CRM
- Market targeting and segmentation
- Creating value for the company and its stakeholders
- Gaining and defending market position
- Product and service management
- Brand management
- Communication and incentive management
- Persuasion and cognitive biases in sales and managerial decisions
- Pricing management
- Personal selling and retail sales strategies
- Creativity, innovation, and development
The course also includes case studies and practical exercises.
A more detailed syllabus is provided by the instructor on the Moodle platform.
Core Documentation
Chernev, A. (2019). Strategic Marketing Management: Theory and Practice. Cerebellum Press.La Bella, A. & Capece, G. Manuale di Direzione d'Impresa, Franco Angeli. (ONLY THE CHAPTER NAMED "Creatività, Innovazione e Sviluppo")
Elective reading:
- Roberts, K. Lovemarks, powerHouse Books
- Cialdini, R. Influence: The Psychology of Persuasion, Revised Edition. Harper Business
All the materials made available by the teacher on the Moodle platform are part of the course and their study is necessary to pass the final exam. They are provided in addition to the textbooks listed here.
Attendance
Students are strongly encouraged to attend classes, as in-class participation provides the opportunity to deepen their understanding through direct interaction with the instructor and classmates. Studying the materials provided and recommended by the instructor is important, as is attending lectures, which allows students to gain additional perspectives and information. For students who are unable to attend for valid reasons, as specified by the University regulations—such as working students—additional materials will be provided or recommended to facilitate the understanding of topics and ensure adequate exam preparation, allowing for remote learning. Students who fall under the categories outlined in the University regulations are invited to contact the instructor for further guidance.Type of evaluation
Oral exam, including the discussion of a project presented by students (group work). Please refer to the Moodle platform for more details.