introduction marketing strategies - UniBG marketing... · Course Introduction Marketing Strategies (910008) Bergamo, February 5th 2015 Academic Year 2014/2015 ... • Strategies for

Università degli Studi di Bergamo Department of Management,

Economics and Quantitative Methods

Course Introduction

Marketing Strategies (910008)

Bergamo, February 5th 2015

Academic Year 2014/2015

2th February – 18th March; 8th April– 26th May 2015

Prof. Mauro Cavallone – Prof. Jan Freidank

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Course contents (Module 1)–Prof. Mauro Cavallone(36h)

Marketing Strategies – Academic Year 2014/2015 2

The course is divided into 3 parts: 1.  Alignement

2.  Mobilization

3.  Acceleration

1.  Alignment: Resuming the concepts of:

•  basic marketing (market-centred and clients-centred approaches)

•  marketing mix and its evolution from 1954 to 2015 (analysis and updating of the single variables from P’s to E’s)

Course contents (Module 1) – Prof. Mauro Cavallone

3 Marketing Strategies – Academic Year 2014/2015

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2. Mobilization The following items to be deepened: •  Introduction to marketing strategies. •  The concepts of need and of insight •  Marketing in the age of complexity •  Strategies for Mature&Declining Markets •  Marketing Plan •  Market Segmentation •  Value drivers


Marketing Strategies – Academic Year 2014/2015

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3. Acceleration

•  Consumer behaviour •  Cross-cultural communication •  Services’ companies marketing •  I.T.E.R Marketing



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Teaching activities will consist of:

•  lectures

•  case studies

•  classroom exercises

•  team works (Salmons project)

Teaching activities - Module 1 & 2


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Salmons project: basically consists in a team work aiming at identifying companies’ strategies by going back from their communication and marketing outputs (advertising, products, ecc.).

Teaching activities - Module 1 & 2


Aim of this research study is to define the perceived marketing strategy of some international companies (brand). Students will be divided into groups and will present their work to the class during lessons supported by a Power Point presentation (see specific file).

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The goal of this module is to transfer marketing concepts and tools to the international environment. Focus will be on companies which are operating in an international environment or which are planning to expand internationally. Particular attention is given to the cultural diversity and its effects on marketing practice.

Course contents (Module 2) – Prof. Jan Freidank (12h)


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The course is divided into the following parts: 1. Globalization as basis for international marketing 2. Culture as main driver for international marketing strategy 3. Segmentation strategy for international markets 4. Basic components of internationalization strategy 5. Case Study: Internationalization strategy of Hennes & Mauritz

Course contents (Module 2) – Prof. Jan Freidank


Class Schedule – Module 1 (36 hours) Prof. Cavallone

Thursday (Caniana):

14.30 – 16.30

Friday (Caniana):

8.30 – 10.30

2nd February – 13th March:*

16th April – 8th May:

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* N.B. Thursday 26/02 and Friday 27/02 normal lessons are suspended. (you will attend Friday 27 th from 9 to 13 room Galeotti)

Thursday (Caniana):

14.30 – 17.30

Friday (Caniana):

14.30 – 17.30

From 19th March to 15th April no lessons


Class Schedule – Module 1 Prof. Cavallone

Thursday (Caniana):

14.30 – 18.30

Friday (Caniana):

8.30 – 12.30

May 7th, 8th

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Salmons project presentations


Class Schedule – Module 2 (12 hours) Prof. Freidank

Thursday (Caniana):

14.30 – 17.30

Friday (Caniana):

14.30 – 17.30

May 14th, 15th, 28th, 29th


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For those who attend at least 75% of the lessons with active interventions, the exam will be based on: •  Teaching material presented during lectures (slides) •  Salmons project’s presentation Only students attending at least 75% of the course will have the right to take the final exam, be graded and get credits with the above-mentioned program. Each student is required to sign an attendance form every class. False signature implies expulsion of the student from the course. 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 only for students who attend.

Assessment - Module 1 & 2


Assessment: attending students

50% Written exam – Prof. Cavallone (29th April 9.00) Multiple choice questions about the material presented during the classes.

N.B.: To pass the exam, you have to get a positive mark (18/30) in both team work and written/oral test.

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25%

Salmons project presentation (7th May 14.30-18.30 8th May 8.30-12.30) Aim of this research study is to define the perceived marketing strategy of some international companies (brand). Students will be divided into groups and will present their work to the class during lessons supported by a Power Point presentation (see specific file).

25%

Prof. Freidank exam (29th May or 17th June to be confermed)


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For those not attending lessons, a written or oral exam will be based on the following text: •  Marketing Strategies: A Decision-Focused Approach Orville Walker, John Mullins McGraw-Hill 2008

Assessment - Module 1 & 2


Assessment: non-attending students

100%

Written or Oral Exam about: • Marketing Strategies: A Decision-Focused Approach Orville Walker, John Mullins McGraw-Hill 2008

June 17 th at 14,00 July 22 th at 9,00 September 7 th at 14,00


Bibliographic References

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 dynamics Gaetano M. Golinelli; preface by Jim Spohrer. Padova: CEDAM, 2010 Online material:

• www.unibg.it (Didattica – Dipartimenti > Dipartimento di Scienze aziendali, economiche e metodi quantitativi > Indice degli insegnamenti > 910008 Marketing Strategies).


Exams

September:

Friday 7th at 14,00

Friday 22th at 9,00

July:

For only attending students: Thursday 29th 9,00 Mid-term exam Prof. Cavallone

April:

Wednesday 17th at 14,00

For only attending students: Final Exam Prof. Freidank and exam Prof. Cavallone for those not passed in April

Non-attending students: Written or Oral Exam about Marketing Strategies: A Decision-Focused Approach

June:


Considerations before the beginning

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 for learning.

It is possible to get the maximum note (30 cum laude) also by studying the book as non-attending student.


Some recommendations

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 office during 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.


For any information

Consultation hours (ufficio 253; see office hours @ www.unibg.it):

•  Prof. Mauro Cavallone.

•  Prof. Jan Freidank.

E-mail:

•  [email protected]

•  [email protected]


Documents

introduction marketing strategies - UniBG marketing... · Course Introduction Marketing Strategies (910008) Bergamo, February 5th 2015 Academic Year 2014/2015 ... • Strategies for