MARKETING STRATEGIES | Università degli studi di Bergamo - Didattica e Rubrica


Modulo Generico
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Scheda dell'insegnamento

Per studenti immatricolati al 1° anno a.a.: 
Insegnamento (nome in italiano): 
Insegnamento (nome in inglese): 
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Attività formativa Caratterizzante
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Altri docenti: 
  • Corso di studi in MANAGEMENT, MARKETING AND FINANCE - Percorso formativo in PERCORSO COMUNE

Altre informazioni sull'insegnamento

Secondo Semestre
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Ore di attività frontale: 
Ore di studio individuale: 

Suggested: A basic marketing course

Educational goals

1. Educational goals

On completion of this course, students will be aware of the key forces shaping the topic of marketing both from an operative and a strategic point of view.
They will know and understand the marketing environment and the major factors to handle (e.g. component of a strategy, competitors analysis and five forces of Porter, entry and exit barriers) in order to differentiate the company offer from the competitor’s one.
The final goal of this course is to examine the implications for marketing strategy and decision making when companies operate in the actual scenario.

2. Learning Outcomes

• plan a marketing strategy in all its components
• combine operative and strategic marketing
• interpret and operate in the actual scenario of complexity
• define strategies for Mature & Declining Markets
• use the tools (e.g. competitive matrix, purchasing key factors analysis, attractive segments matrix)

Course content

3. Course content

Module 1
Prof M Cavallone

(two lectures of two hours per week - nine weeks)

The course is divided into 3 parts:
3.1. Alignment:
- basic marketing
- marketing mix and its evolution from 1954 to today (analysis and updating of the single variables from P’s to E’s and F's)
- strategic alternatives according to Ansoff, Porter, Drucker.
3.2. Mobilization:
- Moving from “ needs” to “insights”
- Segmentation
- Definition of value and value drivers
- Sustainable marketing
- Mature and declining Markets
- Marketing plan
3.3. Acceleration
- Marketing strategies
- Consumer behavior
- Services’ companies marketing
- Stillborn products

Module 2

Prof. Jan Freidank (visiting professor)
(two lectures of three hours - two weeks)

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.

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

Teaching methods

4. Teaching methods

Module 1 Prof. M Cavallone
Lectures, classroom exercises, team works, case studies, keynote speakers
Module 2 Prof J.Freidank
Lectures, case studies, classroom exercises, group work and presentation:

Both the professors will use real life case study to turn theoretical concepts into practice.
In case of provisions of the competent authority on containment and management of epidemiological emergency, the teaching may be subject to changes from what is declared in the syllabus in order to make the course and examinations in line with the regulations

Assessment and Evaluation

5. Textbooks and reading lists

Both attending and not attending students will study on:
A. teaching material: slides, exercises and cases published on the e-learning page of the course by the 2 professors
B. Book
M Cavallone
Marketing and Customer Loyalty : The Extra Step Approach
- Springer 2016 ISBN 978-3-319-51990-6 (International series
in Advanced Management studies) all the chapters.

Suggested reading (voluntary):
Kotler, P., Kartajaya, H., & Setiawan, I. (2016). Marketing 4.0: Moving from traditional to digital. John Wiley & Sons.

Assessment and Evaluation

In order to verify your progressive learning, during the lectures will be organized sessions of:
• Speech and debate
• Think, pair, share
• Post it review or preview
• Quiz or Test (kahoot and others)
these activities will be evaluated (see grid )

7. Exam
For both attending and not attending students: 100% written exam

Prof. Cavallone:
75% of the exam grade
• Slides (50% of the exam questions)
• "Marketing and Customer Loyalty: The Extra Step Approach" Book (25% of the exam questions) Witten

Prof. Freidank:
25% of the exam grade
• Slides (25% of the exam questions) Written

The exam will be based on the topics of the course as indicated in this syllabus.
The exam will be based, for all the students, on the last academic year's program.

Written exams, depending of the number of students enrolled (if more than 20 option 1 ) are composed of

option 1.
Thirty Multiple Choices Questions (1 point for every correct answer, 0 points for incorrect answers)
option 2.
Five open questions (graded maximum 6 points each)

Oral Exam
In case of few students enrolled

Depending on the number of the students attending lectures the participation to the 100% of the in class assessment with the 2 professors can be sostitutive of the final exam

Where special situations are highlighted (e.g., Erasmus student about to return home, last exam before the graduation session) and only for minor deficiencies, the professor will consider the possibility of integration of the exam

Further information

6. Extra points

During the lectures of Prof. Cavallone it is possible to participate on a voluntary bases to extra activities
1. “salmons project”
2. "dig-dig"
2. "you are the teacher"

“Salmons project” consists on a team work aiming at identifying companies’ strategies by going back from their communication and marketing outputs (advertising, products, ecc.)
"Dig Dig" has the purpose to deep understand some marketing situation or strategy,
"You are the teacher" in the first part of the course former students of. marketing can “refresh” basic marketing concepts to the class.
and that will allow to gain extra points.

Extra Points (voluntary basis, Prof. M. Cavallone)
Projects Evaluation Method Extra Points

Salmon Projects The first extra point is due to your participation.
The other two points:
A. 20% output that follows the given instructions
B. 50% correspondence between the identified target and the perceived marketing strategy
C. 30% extra activities done From 1 to 3

A. 50% presentation
B. 50% originality of the examples proposed Maximum 1 point

You are the teacher
A. 50% presentation
B. 50% new material proposed Maximum 1 point

Every student can “gain” a maximum of five extra points.