MARKETING (Canale D)

Description

Objectives: The Marketing course presents the fundamentals of marketing management, and therefore models, processes, tools and techniques that accompany the analysis, decisions and operational management of marketing. The aim of the course is to provide students with essential marketing knowledge, without however limiting themselves to their introductory discussion, but by deepening the numerous multidisciplinary references that allow them to deal rigorously with the management of exchange processes, the market and competition. A rigor that is also pursued through analytical and quantitative insights into the tools that qualify contemporary marketing management. The didactic positioning of the course, therefore, is defined by the objective of training both students interested in acquiring the background necessary to follow subsequent advanced and specialization courses on marketing and students who intend to follow a training course on other areas of business and organizations in general, i.e. opting for advanced management courses. Assessment: 1. Report on case study (teamwork) 30% 2. Business Challenge (teamwork) 35% 3. Final exam (individual) 35% Teaching Methods: • Synchronous lessons: presentation and discussion of the essential concepts that are part of the study program, seasoned with the right amount of interactivity and student participation, both prompted by the teacher and spontaneously. • Asynchronous lessons (video pills): on some topics, indicated in the lesson calendar, a 10-minute video will be made available to students containing a “didactic pill” on the main contents of the indicated topic. Students are asked to watch the short video before the lesson, which will be conducted considering that all have had a careful exposure to the contents of the "teaching pill" and therefore have already learned its contents. • Group work (and presentations): students will have the opportunity to carry out group work of a highly applicative nature on case studies and on a company business case, both articulated and demanding. • Guest speaker speeches: some webinars are planned, which will also be attended by students from other channels, which will host the speeches of important exponents of the marketing community (often Luiss graduates who hold top positions of responsibility in their respective organizations), who will share their experience and their vision on the phenomena studied in the course. • Discussion of scientific papers: some scientific articles relating to specific themes of the program will be presented by the teacher and subsequently discussed in the classroom, in order to allow students to familiarize themselves with the “noble” sources of generation of marketing knowledge (and not only). Prerequisites: No specific prior knowledge is required. In any case, familiarity with the basic concepts of economics and statistics is certainly useful for increasing the "absorbing capacity" and making the learning process of theories, models, tools and techniques on which the course of Marketing focuses. Contents: Marketing management is a set of processes aimed at creating economic and social value for consumers, citizens, businesses and organizations. The contents of the course concern both analytical processes and decision-making processes (strategic and operational) as well as activities for the realization, measurement and control of economic and competitive performance. Starting from the meaning of marketing, both as a scientific discipline and as a "vital" function of companies and organizations, the course focuses on the analysis of demand, research, marketing strategies, management of the main marketing processes and some “special” themes, that is of particular relevance and topicality. In further detail, the course is aimed at developing the student's ability to understand: • How firms can analyze market demand; • The dynamics of the purchasing behavior of consumers, individuals, families and organizations and those underlying the development of relationships with customers; • The logic and methods by which marketing research is conducted, in the broader information system on customers and competitors; • The process of analyzing and defining marketing strategies with reference to the segmentation-targeting-positioning trilogy; • The management of products, brands, distribution channels, marketing communication and pricing policies; • Marketing planning models and processes; • Approaches and models to manage the “digital transformation” of marketing management. Reference Texts: Kotler, P., Keller, K. L., & Chernev, A. (2022). Marketing management 16ed.(16). Harlow: Pearson. Additional materials will be provided by the teacher Thesis assignment criteria: The criteria for thesis assignment will be communicated at the end of the course. Extended Program And Reference Reading Material: Week 1: Introduction: This session defines a framework for marketing management and provides the overall course overview. It will also analyze the marketing process and its main aspects Extended Program And Reference Reading Material: Week 10: Integrated Marketing Communications: This session will focus on advertising, i.e., one of the most important tools in the communication mix, which is of the utmost importance in consumer markets and has been the object of continuous attention on the part of practitioners and academics. The session deals, as well, with additional communication tools and broaden the picture of the communication mix. Extended Program And Reference Reading Material: Week 11: The management of marketing channels: This session is about the management of distribution and focus upon the choices available to manufacturers: the structure of the distribution network, the typology of intermediaries involved and the relationship with those actors. Moreover, the session will focus also on the players in the distribution system and processes (i.e., Retailing and wholesalers). Extended Program And Reference Reading Material: Week 12: Presentation of the best three marketing plans Extended Program And Reference Reading Material: Week 2: Environment Trends & Marketing Planning: This session will focus upon the environment and the main trends in the environment, that are shaping the context where marketing processes develop. Moreover, students will be provided a framework for the development of marketing plans and examples. Extended Program And Reference Reading Material: Week 3: Consumer Behaviour and customer analysis: This session will focus upon consumer buying behaviour, and is intended to provide a framework for the analysis of consumer decision-making, It will also deal with new emerging issues in this field, like the increasing importance of hedonic attitudes and experiences, the role of emotions, the interaction between customers and their suppliers Extended Program And Reference Reading Material: Week 4: Marketing Research: This session focuses upon Marketing Intelligence systems devised to collect, process and distribute information and knowledge about clients (existing and potential) and competitors. Its purpose is to offer a broad overview of existing methods and techniques. Case study presentation and discussion Extended Program And Reference Reading Material: Week 5: Market heterogeneity and segmentation: This session introduces the idea that markets are heterogeneous and have to be subdivided into homogeneous “segments”. Case study presentation and discussion Extended Program And Reference Reading Material: Week 6: Targeting and Positioning: This session introduces the key strategic decisions in marketing: the choice of the segment/s to target (targeting), and the choice of the way to compete against competitors (positioning). Case study presentation and discussion Extended Program And Reference Reading Material: Week 7: Targeting and positioning part 2: this session introduces and discusses several examples of different positioning strategies: based on cost leadership, on differentiation, on value innovation, etc. Extended Program And Reference Reading Material: Week 8: Value proposition – product, service, experience – Brand and Branding: This session introduces the notion of “value offer” of “value proposition”, and the concept of product and its components. It develops also the ides of measuring and evaluating value. Moreover, the session will introduce the concept of brand and branding. Then, it extends to branding strategy to explore the establishment of brand equity. Case study presentation and discussion Extended Program And Reference Reading Material: Week 9: Value Proposition – Pricing: This session is companion of the session on product and service. It focuses upon the value of the offer; it provides models to analyze this value and to decide how to price this value offer Intended learning outcomes: • Knowledge and comprehension ability: By the end of the course students will have developed ability to comprehend the link between the value generated for the customer, breadth and quality of market relationships. • Ability to apply knowledge and comprehension: Such abilities will be acquired through the discussion of conceptual models and the development of applied projects during the course. • Autonomy of judgment: By the end of the course students will have acquired ability to analyze problems and identify information needed to solve them. Specifically, students will have acquired critical thinking, problem-solving skills and team working skills as well as and ability to relate with others. • Ability to communicate: By the end of the course students will have gained adequate competencies and tools to manage and transmit data and information to both specialist and non-specialist audiences. • Learning ability: The course mainly aims to develop methodological capabilities, cognitive tools and capabilities that allow the students to know strategic and operational marketing techniques and adapt them to each specific context. Objectives: The Marketing course presents the fundamentals of marketing management, and therefore models, processes, tools and techniques that accompany the analysis, decisions and operational management of marketing. The aim of the course is to provide students with essential marketing knowledge, without however limiting themselves to their introductory discussion, but by deepening the numerous multidisciplinary references that allow them to deal rigorously with the management of exchange processes, the market and competition. A rigor that is also pursued through analytical and quantitative insights into the tools that qualify contemporary marketing management. The didactic positioning of the course, therefore, is defined by the objective of training both students interested in acquiring the background necessary to follow subsequent advanced and specialization courses on marketing and students who intend to follow a training course on other areas of business and organizations in general, i.e. opting for advanced management courses. Assessment: 1. Report on case study (groupwork) 30% 2. Business Challenge with a company (groupwork) 35% 3. Final exam (individual) 35% Teaching Methods: • Synchronous lessons: presentation and discussion of the essential concepts that are part of the study program, seasoned with the right amount of interactivity and student participation, both prompted by the teacher and spontaneously. • Group work (and presentations): students will have the opportunity to carry out group work of a highly applicative nature on case studies and on a company business case, both articulated and demanding. • Guest speaker speeches: some webinars are planned, which will also be attended by students from other channels, which will host the speeches of important exponents of the marketing community (often Luiss graduates who hold top positions of responsibility in their respective organizations), who will share their experience and their vision on the phenomena studied in the course. • Discussion of scientific papers: some scientific articles relating to specific themes of the program will be presented by the teacher and subsequently discussed in the classroom, in order to allow students to familiarize themselves with the “noble” sources of generation of marketing knowledge (and not only). Prerequisites: No specific prior knowledge is required. In any case, familiarity with the basic concepts of economics and statistics is certainly useful for increasing the "absorbing capacity" and making the learning process of theories, models, tools and techniques on which the course of Marketing focuses. Contents: Marketing management is a set of processes aimed at creating economic and social value for consumers, citizens, businesses and organizations. The contents of the course concern both analytical processes and decision-making processes (strategic and operational) as well as activities for the realization, measurement and control of economic and competitive performance. Starting from the meaning of marketing, both as a scientific discipline and as a "vital" function of companies and organizations, the course focuses on the analysis of demand, research, marketing strategies, management of the main marketing processes and some “special” themes, that is of particular relevance and topicality. In further detail, the course is aimed at developing the student's ability to understand: • How firms can analyze market demand; • The dynamics of the purchasing behavior of consumers, individuals, families and organizations and those underlying the development of relationships with customers; • The logic and methods by which marketing research is conducted, in the broader information system on customers and competitors; • The process of analyzing and defining marketing strategies with reference to the segmentation-targeting-positioning trilogy; • The management of products, brands, distribution channels, marketing communication and pricing policies; • Marketing planning models and processes; • Approaches and models to manage the “digital transformation” of marketing management. Reference Texts: Kotler, P., Keller, K., Chernev, A. (2024), Marketing Management, 16a, Pearson. Thesis assignment criteria: The criteria for thesis assignment will be communicated at the end of the course. Extended Program And Reference Reading Material: Week 1: Introduction: This session defines a framework for marketing management and provides the overall course overview. It will also analyze the marketing process and its main aspects Extended Program And Reference Reading Material: Week 10: Integrated Marketing Communications: This session will focus on advertising, i.e., one of the most important tools in the communication mix, which is of the utmost importance in consumer markets and has been the object of continuous attention on the part of practitioners and academics. The session deals, as well, with additional communication tools and broaden the picture of the communication mix. Extended Program And Reference Reading Material: Week 11: The management of marketing channels: This session is about the management of distribution and focus upon the choices available to manufacturers: the structure of the distribution network, the typology of intermediaries involved and the relationship with those actors. Moreover, the session will focus also on the players in the distribution system and processes (i.e., Retailing and wholesalers). Extended Program And Reference Reading Material: Week 12: Presentation of the best three marketing plans Extended Program And Reference Reading Material: Week 2: Environment Trends & Marketing Planning: This session will focus upon the environment and the main trends in the environment, that are shaping the context where marketing processes develop. Moreover, students will be provided a framework for the development of marketing plans and examples. Extended Program And Reference Reading Material: Week 3: Consumer Behaviour and customer analysis: This session will focus upon consumer buying behaviour, and is intended to provide a framework for the analysis of consumer decision-making, It will also deal with new emerging issues in this field, like the increasing importance of hedonic attitudes and experiences, the role of emotions, the interaction between customers and their suppliers Extended Program And Reference Reading Material: Week 4: Marketing Research: This session focuses upon Marketing Intelligence systems devised to collect, process and distribute information and knowledge about clients (existing and potential) and competitors. Its purpose is to offer a broad overview of existing methods and techniques. Case study presentation and discussion Extended Program And Reference Reading Material: Week 5: Market heterogeneity and segmentation: This session introduces the idea that markets are heterogeneous and have to be subdivided into homogeneous “segments”. Case study presentation and discussion Extended Program And Reference Reading Material: Week 6: Targeting and Positioning: This session introduces the key strategic decisions in marketing: the choice of the segment/s to target (targeting), and the choice of the way to compete against competitors (positioning). Case study presentation and discussion Extended Program And Reference Reading Material: Week 7: Targeting and positioning part 2: this session introduces and discusses several examples of different positioning strategies: based on cost leadership, on differentiation, on value innovation, etc. Extended Program And Reference Reading Material: Week 8: Value proposition – product, service, experience – Brand and Branding: This session introduces the notion of “value offer” of “value proposition”, and the concept of product and its components. It develops also the ides of measuring and evaluating value. Moreover, the session will introduce the concept of brand and branding. Then, it extends to branding strategy to explore the establishment of brand equity. Case study presentation and discussion Extended Program And Reference Reading Material: Week 9: Value Proposition – Pricing: This session is companion of the session on product and service. It focuses upon the value of the offer; it provides models to analyze this value and to decide how to price this value offer Intended learning outcomes: • Knowledge and comprehension ability: By the end of the course students will have developed ability to comprehend the link between the value generated for the customer, breadth and quality of market relationships. • Ability to apply knowledge and comprehension: Such abilities will be acquired through the discussion of conceptual models and the development of applied projects during the course. • Autonomy of judgment: By the end of the course students will have acquired ability to analyze problems and identify information needed to solve them. Specifically, students will have acquired critical thinking, problem-solving skills and team working skills as well as and ability to relate with others. • Ability to communicate: By the end of the course students will have gained adequate competencies and tools to manage and transmit data and information to both specialist and non-specialist audiences. • Learning ability: The course mainly aims to develop methodological capabilities, cognitive tools and capabilities that allow the students to know strategic and operational marketing techniques and adapt them to each specific context. Objectives: The Marketing course presents the fundamentals of marketing management, and therefore models, processes, tools and techniques that accompany the analysis, decisions and operational management of marketing. The aim of the course is to provide students with essential marketing knowledge, without however limiting themselves to their introductory discussion, but by deepening the numerous multidisciplinary references that allow them to deal rigorously with the management of exchange processes, the market and competition. A rigor that is also pursued through analytical and quantitative insights into the tools that qualify contemporary marketing management. The didactic positioning of the course, therefore, is defined by the objective of training both students interested in acquiring the background necessary to follow subsequent advanced and specialization courses on marketing and students who intend to follow a training course on other areas of business and organizations in general, i.e. opting for advanced management courses. Assessment: 1. Report on case study (groupwork) 30% 2. Business Challenge (groupwork) 35% 3. Final exam (individual) 35% Teaching Methods: • Synchronous lessons: presentation and discussion of the essential concepts that are part of the study program, seasoned with the right amount of interactivity and student participation, both prompted by the teacher and spontaneously. • Asynchronous lessons (video pills): on some topics, indicated in the lesson calendar, a 10-minute video will be made available to students containing a “didactic pill” on the main contents of the indicated topic. Students are asked to watch the short video before the lesson, which will be conducted considering that all have had a careful exposure to the contents of the "teaching pill" and therefore have already learned its contents. • Group work (and presentations): students will have the opportunity to carry out group work of a highly applicative nature on case studies and on a company business case, both articulated and demanding. • Guest speaker speeches: some webinars are planned, which will also be attended by students from other channels, which will host the speeches of important exponents of the marketing community (often Luiss graduates who hold top positions of responsibility in their respective organizations), who will share their experience and their vision on the phenomena studied in the course. • Discussion of scientific papers: some scientific articles relating to specific themes of the program will be presented by the teacher and subsequently discussed in the classroom, in order to allow students to familiarize themselves with the “noble” sources of generation of marketing knowledge (and not only). Prerequisites: No specific prior knowledge is required. In any case, familiarity with the basic concepts of economics and statistics is certainly useful for increasing the "absorbing capacity" and making the learning process of theories, models, tools and techniques on which the course of Marketing focuses. Contents: Marketing management is a set of processes aimed at creating economic and social value for consumers, citizens, businesses and organizations. The contents of the course concern both analytical processes and decision-making processes (strategic and operational) as well as activities for the realization, measurement and control of economic and competitive performance. Starting from the meaning of marketing, both as a scientific discipline and as a "vital" function of companies and organizations, the course focuses on the analysis of demand, research, marketing strategies, management of the main marketing processes and some “special” themes, that is of particular relevance and topicality. In further detail, the course is aimed at developing the student's ability to understand: • How firms can analyze market demand; • The dynamics of the purchasing behavior of consumers, individuals, families and organizations and those underlying the development of relationships with customers; • The logic and methods by which marketing research is conducted, in the broader information system on customers and competitors; • The process of analyzing and defining marketing strategies with reference to the segmentation-targeting-positioning trilogy; • The management of products, brands, distribution channels, marketing communication and pricing policies; • Marketing planning models and processes; • Approaches and models to manage the “digital transformation” of marketing management. Reference Texts: Kotler, P., Keller, K. L., & Chernev, A. (2022). Marketing management 16ed.(16). Harlow: Pearson. Thesis assignment criteria: The criteria for thesis assignment will be communicated at the end of the course. Extended Program And Reference Reading Material: Week 1: Introduction: This session defines a framework for marketing management and provides the overall course overview. It will also analyze the marketing process and its main aspects Extended Program And Reference Reading Material: Week 10: Integrated Marketing Communications: This session will focus on advertising, i.e., one of the most important tools in the communication mix, which is of the utmost importance in consumer markets and has been the object of continuous attention on the part of practitioners and academics. The session deals, as well, with additional communication tools and broaden the picture of the communication mix. Extended Program And Reference Reading Material: Week 11: The management of marketing channels: This session is about the management of distribution and focus upon the choices available to manufacturers: the structure of the distribution network, the typology of intermediaries involved and the relationship with those actors. Moreover, the session will focus also on the players in the distribution system and processes (i.e., Retailing and wholesalers). Extended Program And Reference Reading Material: Week 12: Presentation of the best three marketing plans Extended Program And Reference Reading Material: Week 2: Environment Trends & Marketing Planning: This session will focus upon the environment and the main trends in the environment, that are shaping the context where marketing processes develop. Moreover, students will be provided a framework for the development of marketing plans and examples. Extended Program And Reference Reading Material: Week 3: Consumer Behaviour and customer analysis: This session will focus upon consumer buying behaviour, and is intended to provide a framework for the analysis of consumer decision-making, It will also deal with new emerging issues in this field, like the increasing importance of hedonic attitudes and experiences, the role of emotions, the interaction between customers and their suppliers Extended Program And Reference Reading Material: Week 4: Marketing Research: This session focuses upon Marketing Intelligence systems devised to collect, process and distribute information and knowledge about clients (existing and potential) and competitors. Its purpose is to offer a broad overview of existing methods and techniques. Case study presentation and discussion Extended Program And Reference Reading Material: Week 5: Market heterogeneity and segmentation: This session introduces the idea that markets are heterogeneous and have to be subdivided into homogeneous “segments”. Case study presentation and discussion Extended Program And Reference Reading Material: Week 6: Targeting and Positioning: This session introduces the key strategic decisions in marketing: the choice of the segment/s to target (targeting), and the choice of the way to compete against competitors (positioning). Case study presentation and discussion Extended Program And Reference Reading Material: Week 7: Targeting and positioning part 2: this session introduces and discusses several examples of different positioning strategies: based on cost leadership, on differentiation, on value innovation, etc. Extended Program And Reference Reading Material: Week 8: Value proposition – product, service, experience – Brand and Branding: This session introduces the notion of “value offer” of “value proposition”, and the concept of product and its components. It develops also the ides of measuring and evaluating value. Moreover, the session will introduce the concept of brand and branding. Then, it extends to branding strategy to explore the establishment of brand equity. Case study presentation and discussion Extended Program And Reference Reading Material: Week 9: Value Proposition – Pricing: This session is companion of the session on product and service. It focuses upon the value of the offer; it provides models to analyze this value and to decide how to price this value offer Intended learning outcomes: • Knowledge and comprehension ability: By the end of the course students will have developed ability to comprehend the link between the value generated for the customer, breadth and quality of market relationships. • Ability to apply knowledge and comprehension: Such abilities will be acquired through the discussion of conceptual models and the development of applied projects during the course. • Autonomy of judgment: By the end of the course students will have acquired ability to analyze problems and identify information needed to solve them. Specifically, students will have acquired critical thinking, problem-solving skills and team working skills as well as and ability to relate with others. • Ability to communicate: By the end of the course students will have gained adequate competencies and tools to manage and transmit data and information to both specialist and non-specialist audiences. • Learning ability: The course mainly aims to develop methodological capabilities, cognitive tools and capabilities that allow the students to know strategic and operational marketing techniques and adapt them to each specific context. Objectives: Personal and Intellectual Autonomy: Be open to new ways of thinking and appreciate the importance of intellectual curiosity and reflection as the foundation for continuous learning. Research and Inquiry Identify, define and analyze problems and recommend creative solutions within real-world constraints. Apply economic, political, legal commercial and business theories and concepts to problems and practice. Develop coherent arguments when recommending solutions and critically evaluating theories in major fields of study. Ethical, Social and Professional Understanding: Work with people from diverse backgrounds with inclusiveness, open-mindedness and integrity. Information Literacy: Conduct research using archives, libraries, the web and other sources of information Assessment: For attending students: The student will be evaluated as follows: 1. Written reports on three case studies and oral presentation in class: 30% of the final grade. Through this activity, the ability to communicate, both in written text and orally, using an economic and business-oriented language as well as the ability to apply skills and competencies acquired during the course will be evaluated. 2. Marketing Challenge, to which the groups will work throughout the semester and for which inputs will be provided at the beginning of the course: 35%. Through this activity, the ability to solve a concrete marketing problem applying concepts and tools learned in class, as well as the ability to imagine creative solutions, will be evaluated. 3. Final exam: 35% of the final grade. Through this activity, knowledge and comprehension skills and competencies will be assessed. In order to be considered an attending student, you must be part of a group and you must participate in groupwork. If you choose to take the exam as a nonattending student, you will only take the final exam which will count for 100% of the total final grade. The program for nonattending students includes all chapters from the textbook plus the case studies. The list of case studies will be provided at the beginning of the course. Groupwork: each group will have to work on a concrete marketing problem (The Marketing Challenge) which will be the same for all canals and which will be presented at the beginning of the course. In addition, each group will work on a series of case studies for which groups will have to prepare short written reports to discuss in class. All the details will be provided at the beginning of the course. Both the Marketing Challenge and the reports on case studies will be evaluated based on: Originality and rigor Clarity Completeness (for discussions): ability to correctly apply theoretical analysis to the concrete examples Ability to involve the class in the discussion Creativity Final Exam Information: the final exam will be composed of a mix of open questions, multiple choice and open answer questions, through which the student will have to show to know theoretical concepts, to know how to apply them to real world cases, thus demonstrating that he/she has acquired a good study method and the ability to learn, both necessary to continue autonomously the study of the subject matter. The number of questions within each typology will be decided by the instructor during the course and it will be communicated to students before the exam. In order to pass the exam, it is necessary that the student gets at least 18/30 in each of the aforementionted activities. The correct answer to all multiple choice questions, the demonstration of an excellent knowledge in open questions and the correct resolution of exercises leads to getting 30/30 with the possible awarding of cum laude. Teaching Methods: Frontal lessons, case discussions, team work assignments and presentations Prerequisites: None Contents: The course will be divided into two main parts. The first part discusses Strategic Marketing, namely the choice of policies aiming at improving the competitive position of the firm, taking account of challenges and opportunities proposed by the competitive environment. This part mainly deals with STP strategy (Segmentation-Targeting-Positioning). However, students will be provided also definition of consumer behavior and marketing research. The second part discusses Tactic Marketing, namely the tools and the techniques that marketing management can take in order to practically perform the strategy. In particular this part will deal with the 4Ps of Marketing (Product-Price-Promotion-Placement) The course will also be integrated by two types of teamwork: presentation and discussion of case studies in class (students divided in groups will prepare a short written report on a given case study, and some of the groups will be selected to present and discuss their report orally in class; all reports will be evaluated), and preparation of a Marketing Challenge, under the teacher’s guidance, over a concrete company chosen by the teachers and presented at the beginning of the course to all students. The best project for each canal will be selected at the end and the group will present it at the presence of the managers of the company under study Reference Texts: Kotler, Keller, Chernev, “Marketing Management: Global Edition“, 16th edition, Pearson. (There are a few differences in different editions of the course book. You can also study from other editions) The precise chapters for attending students will be communicated at the beginning of the course. The program for non attending students will include the entire textbook. Students will be provided with a list of case studies on which groups will have to provide written reports that will be discussed in class Thesis assignment criteria: The criteria for thesis assignment will be communicated at the end of the course. Extended Program And Reference Reading Material: Week 1: Introduction: This session defines a framework for marketing management and provides the overall course overview. It will also analyze the marketing process and its main aspects Extended Program And Reference Reading Material: Week 10: Integrated Marketing Communications: This session will focus on advertising, i.e., one of the most important tools in the communication mix, which is of the utmost importance in consumer markets and has been the object of continuous attention on the part of practitioners and academics. The session deals, as well, with additional communication tools and broaden the picture of the communication mix. Extended Program And Reference Reading Material: Week 11: The management of marketing channels: This session is about the management of distribution and focus upon the choices available to manufacturers: the structure of the distribution network, the typology of intermediaries involved and the relationship with those actors. Moreover, the session will focus also on the players in the distribution system and processes (i.e., Retailing and wholesalers). Extended Program And Reference Reading Material: Week 12: Presentation of the best three marketing plans Extended Program And Reference Reading Material: Week 2: Environment Trends & Marketing Planning: This session will focus upon the environment and the main trends in the environment, that are shaping the context where marketing processes develop. Moreover, students will be provided a framework for the development of marketing plans and examples. Extended Program And Reference Reading Material: Week 3: Consumer Behaviour and customer analysis: This session will focus upon consumer buying behaviour, and is intended to provide a framework for the analysis of consumer decision-making, It will also deal with new emerging issues in this field, like the increasing importance of hedonic attitudes and experiences, the role of emotions, the interaction between customers and their suppliers Extended Program And Reference Reading Material: Week 4: Marketing Research: This session focuses upon Marketing Intelligence systems devised to collect, process and distribute information and knowledge about clients (existing and potential) and competitors. Its purpose is to offer a broad overview of existing methods and techniques. Case study presentation and discussion Extended Program And Reference Reading Material: Week 5: Market heterogeneity and segmentation: This session introduces the idea that markets are heterogeneous and have to be subdivided into homogeneous “segments”. Case study presentation and discussion Extended Program And Reference Reading Material: Week 6: Targeting and Positioning: This session introduces the key strategic decisions in marketing: the choice of the segment/s to target (targeting), and the choice of the way to compete against competitors (positioning). Case study presentation and discussion Extended Program And Reference Reading Material: Week 7: Targeting and positioning part 2: this session introduces and discusses several examples of different positioning strategies: based on cost leadership, on differentiation, on value innovation, etc. Extended Program And Reference Reading Material: Week 8: Value proposition – product, service, experience – Brand and Branding: This session introduces the notion of “value offer” of “value proposition”, and the concept of product and its components. It develops also the ides of measuring and evaluating value. Moreover, the session will introduce the concept of brand and branding. Then, it extends to branding strategy to explore the establishment of brand equity. Case study presentation and discussion Extended Program And Reference Reading Material: Week 9: Value Proposition – Pricing: This session is companion of the session on product and service. It focuses upon the value of the offer; it provides models to analyze this value and to decide how to price this value offer Intended learning outcomes: • Knowledge and comprehension ability: By the end of the course students will have developed ability to comprehend the link between the value generated for the customer, breadth and quality of market relationships. • Ability to apply knowledge and comprehension: Such abilities will be acquired through the discussion of conceptual models and the development of applied projects during the course. • Autonomy of judgment: By the end of the course students will have acquired ability to analyze problems and identify information needed to solve them. Specifically, students will have acquired critical thinking, problem-solving skills and team working skills as well as and ability to relate with others. • Ability to communicate: By the end of the course students will have gained adequate competencies and tools to manage and transmit data and information to both specialist and non-specialist audiences. • Learning ability: The course mainly aims to develop methodological capabilities, cognitive tools and capabilities that allow the students to know strategic and operational marketing techniques and adapt them to each specific context. Objectives: The Marketing course presents the fundamentals of marketing management, and therefore models, processes, tools and techniques that accompany the analysis, decisions and operational management of marketing. The aim of the course is to provide students with essential marketing knowledge, without however limiting themselves to their introductory discussion, but by deepening the numerous multidisciplinary references that allow them to deal rigorously with the management of exchange processes, the market and competition. A rigor that is also pursued through analytical and quantitative insights into the tools that qualify contemporary marketing management. The didactic positioning of the course, therefore, is defined by the objective of training both students interested in acquiring the background necessary to follow subsequent advanced and specialization courses on marketing and students who intend to follow a training course on other areas of business and organizations in general, i.e. opting for advanced management courses. Assessment: 1. Report on case study (teamwork) 30% 2. Business Challenge (teamwork) 35% 3. Final exam (individual) 35% Teaching Methods: • Synchronous lessons: presentation and discussion of the essential concepts that are part of the study program, seasoned with the right amount of interactivity and student participation, both prompted by the teacher and spontaneously. • Asynchronous lessons (video pills): on some topics, indicated in the lesson calendar, a 10-minute video will be made available to students containing a “didactic pill” on the main contents of the indicated topic. Students are asked to watch the short video before the lesson, which will be conducted considering that all have had a careful exposure to the contents of the "teaching pill" and therefore have already learned its contents. • Group work (and presentations): students will have the opportunity to carry out group work of a highly applicative nature on case studies and on a company business case, both articulated and demanding. • Guest speaker speeches: some webinars are planned, which will also be attended by students from other channels, which will host the speeches of important exponents of the marketing community (often Luiss graduates who hold top positions of responsibility in their respective organizations), who will share their experience and their vision on the phenomena studied in the course. • Discussion of scientific papers: some scientific articles relating to specific themes of the program will be presented by the teacher and subsequently discussed in the classroom, in order to allow students to familiarize themselves with the “noble” sources of generation of marketing knowledge (and not only). Prerequisites: • Knowledge and understanding: At the end of the course the student will have developed the ability to present the analytical, strategic and operational principles of marketing and the role of marketing in organizations. This ability will be mainly acquired through synchronous and asynchronous lessons. • Ability to apply knowledge and understanding: At the end of the course the student will have developed the ability to apply the analytical, strategic and operational knowledge of marketing to real situations drawn from the business world. This ability will be acquired through the presentation of reference interpretative models and the development of practical projects during the course, mainly acquired through group work on the projects envisaged in the program. • Independent judgment: At the end of the course, the student will have acquired the ability to analyze problems and the ability to identify the information necessary for their solution. Specifically, critical thinking, problem solving, self-management, teamwork, relationship and communication skills will be adequately developed, which enhance and make the disciplinary skills more usable. This ability will be acquired both through discussion during the lessons and through group work. • Communication skills: At the end of the course the student will have acquired adequate skills and tools for the management and transmission of information and data, both to specialists and non-specialists in the subject. This ability will be acquired both through discussion during the lessons and through group work, and in particular through the oral presentations associated with these. • Learning skills: The course mainly aims to develop methodological skills, cognitive tools and skills that allow the student to know the techniques of marketing and to adapt them to the specificity of the reference context. At the end of the course the student will be able to deepen the study of the subject independently. This ability will be acquired through all the components of the teaching method. Contents: Marketing management is a set of processes aimed at creating economic and social value for consumers, citizens, businesses and organizations. The contents of the course concern both analytical processes and decision-making processes (strategic and operational) as well as activities for the realization, measurement and control of economic and competitive performance. Starting from the meaning of marketing, both as a scientific discipline and as a "vital" function of companies and organizations, the course focuses on the analysis of demand, research, marketing strategies, management of the main marketing processes and some “special” themes, that is of particular relevance and topicality. In further detail, the course is aimed at developing the student's ability to understand: • How firms can analyze market demand; • The dynamics of the purchasing behavior of consumers, individuals, families and organizations and those underlying the development of relationships with customers; • The logic and methods by which marketing research is conducted, in the broader information system on customers and competitors; • The process of analyzing and defining marketing strategies with reference to the segmentation-targeting-positioning trilogy; • The management of products, brands, distribution channels, marketing communication and pricing policies; • Marketing planning models and processes; • Approaches and models to manage the “digital transformation” of marketing management. Reference Texts: Kotler, P., Keller, K. L., & Chernev, A. (2022). Marketing management 16ed.(16). Harlow: Pearson. Additional materials will be provided by the teacher Thesis assignment criteria: The criteria for thesis assignment will be communicated at the end of the course. Extended Program And Reference Reading Material: Week 1: Introduction: This session defines a framework for marketing management and provides the overall course overview. It will also analyze the marketing process and its main aspects Extended Program And Reference Reading Material: Week 10: Integrated Marketing Communications: This session will focus on advertising, i.e., one of the most important tools in the communication mix, which is of the utmost importance in consumer markets and has been the object of continuous attention on the part of practitioners and academics. The session deals, as well, with additional communication tools and broaden the picture of the communication mix. Extended Program And Reference Reading Material: Week 11: The management of marketing channels: This session is about the management of distribution and focus upon the choices available to manufacturers: the structure of the distribution network, the typology of intermediaries involved and the relationship with those actors. Moreover, the session will focus also on the players in the distribution system and processes (i.e., Retailing and wholesalers). Extended Program And Reference Reading Material: Week 12: Presentation of the best three marketing plans Extended Program And Reference Reading Material: Week 2: Environment Trends & Marketing Planning: This session will focus upon the environment and the main trends in the environment, that are shaping the context where marketing processes develop. Moreover, students will be provided a framework for the development of marketing plans and examples. Extended Program And Reference Reading Material: Week 3: Consumer Behaviour and customer analysis: This session will focus upon consumer buying behaviour, and is intended to provide a framework for the analysis of consumer decision-making, It will also deal with new emerging issues in this field, like the increasing importance of hedonic attitudes and experiences, the role of emotions, the interaction between customers and their suppliers Extended Program And Reference Reading Material: Week 4: Marketing Research: This session focuses upon Marketing Intelligence systems devised to collect, process and distribute information and knowledge about clients (existing and potential) and competitors. Its purpose is to offer a broad overview of existing methods and techniques. Case study presentation and discussion Extended Program And Reference Reading Material: Week 5: Market heterogeneity and segmentation: This session introduces the idea that markets are heterogeneous and have to be subdivided into homogeneous “segments”. Case study presentation and discussion Extended Program And Reference Reading Material: Week 6: Targeting and Positioning: This session introduces the key strategic decisions in marketing: the choice of the segment/s to target (targeting), and the choice of the way to compete against competitors (positioning). Case study presentation and discussion Extended Program And Reference Reading Material: Week 7: Targeting and positioning part 2: this session introduces and discusses several examples of different positioning strategies: based on cost leadership, on differentiation, on value innovation, etc. Extended Program And Reference Reading Material: Week 8: Value proposition – product, service, experience – Brand and Branding: This session introduces the notion of “value offer” of “value proposition”, and the concept of product and its components. It develops also the ides of measuring and evaluating value. Moreover, the session will introduce the concept of brand and branding. Then, it extends to branding strategy to explore the establishment of brand equity. Case study presentation and discussion Extended Program And Reference Reading Material: Week 9: Value Proposition – Pricing: This session is companion of the session on product and service. It focuses upon the value of the offer; it provides models to analyze this value and to decide how to price this value offer Intended learning outcomes: • Knowledge and comprehension ability: By the end of the course students will have developed ability to comprehend the link between the value generated for the customer, breadth and quality of market relationships. • Ability to apply knowledge and comprehension: Such abilities will be acquired through the discussion of conceptual models and the development of applied projects during the course. • Autonomy of judgment: By the end of the course students will have acquired ability to analyze problems and identify information needed to solve them. Specifically, students will have acquired critical thinking, problem-solving skills and team working skills as well as and ability to relate with others. • Ability to communicate: By the end of the course students will have gained adequate competencies and tools to manage and transmit data and information to both specialist and non-specialist audiences. • Learning ability: The course mainly aims to develop methodological capabilities, cognitive tools and capabilities that allow the students to know strategic and operational marketing techniques and adapt them to each specific context.