The course aims to provide students with a broad and in-depth understanding of strategic marketing, consumer behavior, and corporate communication. These topics are presented as fundamental pillars and direct outcomes of corporate strategy. Starting from the study of customer needs, the course examines principles, techniques, and models for organizational and market analysis. The theory and practice of formulating and implementing marketing strategies are discussed.
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 and innovation
A more detailed syllabus is provided by the instructor on the Moodle platform.
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 demonstrates how the strategic marketing plan serves as a central and foundational element in defining corporate strategies. This plan establishes the basis for successful decision-making across all organizational areas. 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 and innovation
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.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.
Reference Bibliography
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.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
Written exam. Please refer to the Moodle platform for further 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 and innovation
A more detailed syllabus is provided by the instructor on the Moodle platform.
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 demonstrates how the strategic marketing plan serves as a central and foundational element in defining corporate strategies. This plan establishes the basis for successful decision-making across all organizational areas. 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 and innovation
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.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.
Reference Bibliography
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.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
Written exam. Please refer to the Moodle platform for further details.