Micro- and macro-environmental analysis, marketing mix, market segmentation and segmentation strategies, positioning, consumer needs, product and new product development, channels of distribution, communication process and strategies, IT and new technologies, social and ethical responsibilities.
Course learning activities
The course learning activities comprise:
1) Lectures: Lectures start by covering the basics of the marketing field and the necessary models and vocabulary to study marketing in depth. Marketers are required to explore the external environment and segment the customer market to design a marketing strategy according to its characteristics. Lectures also outline how organizations establish durable and profitable relationship with consumers. In conclusion, lectures define the different components of a successful marketing strategy and marketing plan, with directly implementable knowledge that can be taken and used by the student.
§ Lectures support the achievement of the learning objectives 1, 2, 3, 4.
2) Case discussions: during the semester, numerous cases are presented, where students need to apply marketing concepts and design a marketing mix that is most likely to establish effective relationships with consumers.
§ Case discussions support the achievement of the learning objectives 3, 4, 5, 6
3) Group projects: at the end of the first month, groups will be formed. Groups will have to choose a company and a specific product among the company product portfolio. Groups will have to analyze the marketing strategy that the company uses in order to market its product and offer suggestions on how to improve its marketing strategy in the form of a marketing plan. Group findings will be summarized in a oral presentation at the end of the semester.
§ Group projects support the achievement of the learning objectives 1, 2, 3, 4, 5, 6
4) Mid-term and final exams: the exams evaluate the student’s knowledge of the marketing strategy as related to internal and external environment. The exams also assess the student’s comprehension of the elements of the marketing mix as well as their effects on consumer equity. The exams also assess student’s ability to apply marketing concepts to hands-on situations in the case section.
§ Mid-term and final exams support the achievement of the learning objectives 1, 2, 3, 4, 5, 6
5) Quizzes: the quizzes assess the student’s knowledge of marketing theories and models. The quizzes are also designed to evaluate student’s comprehension of elements in the marketing mix.
§ Quizzes support the achievement of the learning objectives 1, 2, 3, 4