Learning outcomes of the course unit
This course has been designed to illustrate the evolution of the role of the marketing function in business strategy formulation processes in the light of the deep changes there have been in the competitive environment. In this context, the intention is to offer students an integrated view of the entire marketing management process, from the study of the main market analysis models to the formulation and implementation of a sound strategic marketing plan.
Course contents summary
marketing in a business and in the economic system;
evolution of the role of marketing in a business;
analysis of environmental variables;analysis of the competitive system;analysis of demand;
demand segmentation decisions;
choice of competitive positioning;
definition and subdivision of marketing strategy;
strategic marketing plan;
the process of development of new products;
organisational structures and models for innovation;
the new dimensions and new challenges of strategic marketing.
J. J. Lambin, Marketing Strategico e Operativo. Market-driven management, Mc Graw-Hill, Milano, 2008