98761 - STRATEGIC MARKETING IN ACTION

Academic Year 2023/2024

  • Teaching Mode: Traditional lectures
  • Campus: Forli
  • Corso: Second cycle degree programme (LM) in Economics and management (cod. 9203)

Learning outcomes

The aim of the course is to develop the ability to define firm strategies in todays' competitive environments, as well as to develop the abilty to implement them at a commercial and operative level. The business game allow students to apply under real market conditions the theory they learned during their lessons: students work in teams to manage a company that operates in an established market and has the opportunity to invest in an emerging one. Though the use of Markstrat students can strengthen their knowledge on brand management, segmentation, targeting and positioning analysis. At the end of the course the student will be able to: - understand strategic, marketing, sales, operation, and logistics choices; - understand market research data and use them to implement a marketing decision - understand the most important phases in managing products in established and emerging markets - Conduct market and competitor analysis

Course contents

The course is based on the use of the business game Markstrat. The

business game allows students to simulate the decision making process of a technological company operating in an international context. Students will have the opportunity to work in small teams and manage decisions related to existing brands and new product development and introduction and will play one against the other to gain market share.

50% of the corse will be based on the use of the business game

In the remaining 50% some topics will be discussed: Marketing planning process, analyis and definition of a marketing strategy for n international company. Moreover, students will learn how to manage analytical tools generated by the software, so that they will learn how to make better decisions using market data (simulated by Markstrat).

Specifically, students will be able to:

  • understand the marketing planning process, and out to implement marketing strategies in an international environment. Specifically, students will learn how to interpret and use segmentation targeting and positioning data

  • learn how to manage a brand portfolio, to select distribution channels, to allocate communication budget and to define prove policies for a company operating in an international environment

  • Interpret and use analytical tools and performance measurement data

Readings/Bibliography

Attending students

Markstrat students' handbook

Global Marketing 9 ed. Keegan Green, 2017

Chapters 1, 2, 6, 7, 10, 12

 

Non attending students

Global Marketing 9 ed. Keegan Green, 2017

Chapters 1, 2, 3, 4, 6, 7, 8, 9, 10, 11, 12, 13

Teaching methods

Lectures, business game simulations, team work and student presentations

Assessment methods

Attending students

Markstrat final presentation: 50%

Written exam: 50%

Written exam will consist of a mix of multiple choices, open ended questions and questions related to a case study.

Global Marketing 9 ed. Keegan Green, 2017

Chapters 1, 2, 6, 7, 10, 12

 

Non attending students

Written exam: 100%

Written exam will consist of a mix of multiple choices, open ended questions and questions related to a case study.

Global Marketing 9 ed. Keegan Green, 2017

Chapters 1, 2, 3, 4, 6, 7, 8, 9, 10, 11, 12, 13

  • <18 fail
  • 18−23 sufficient
  • 24−27 good
  • 28−30 very good
  • 30 e lode excellent

Office hours

See the website of Alessandra Zammit