Course teached as: B015773 - MARKETING STRATEGICO E COMUNICAZIONE Second Cycle Degree in MANAGEMENT AND BUSINESS ADMINISTRATION Curriculum MARKETING
Teaching Language
Italian and English
Course Content
This postgraduate unit of study deeply analyzes strategic marketing and communication. The course presents the contents and the evolution of strategic marketing. It examines strategic marketing and segmentation evolution, strategic brand management, competition, innovation, fashion marketing, business and marketing communication.
Valdani E., Ancarani F. (2009), Marketing strategico. L’analisi dell’ambiente competitivo, volume 1, Egea, Milano
Valdani E., Ancarani F. (2009), Marketing strategico. Manovre e strategie di marketing, volume 2, Egea, Milano
Corvi E. (2007), La comunicazione aziendale. Obiettivi, tecniche, strumenti, Egea, Milano
Attendance at classes can replace the texts with handouts provided by the instructor
Learning Objectives
The aim of the course is to cover the specialized topic of strategic marketing and communications. It focuses on the concept, content, the evolutionary dynamics of strategic marketing, addressing in detail the specific areas of analysis including the evolution of the concept of strategic marketing and segmentation, strategic brand management, competition, innovation.
Prerequisites
Economia e gestione delle imprese (Management and Business Economics), Marketing
Teaching Methods
Class meetings, Seminars
Further information
Lecturer's e-mail: simone.guercini@unifi.it
To meet the lecturer see his web page at www.economia.unifi.it
Type of Assessment
Oral examination, Assignments
Course program
1.Strategic marketing (Valdani-Ancarani, vol. 1, Chapter 1).
2.The analysis of the environment (Valdani-Ancarani, vol. 1, ch. 2)
3.Industry structure and enlarged competition (Valdani-Ancarani, vol. 1, Chapter 4).
4.Strategic groups and competitive analysis (Valdani-Ancarani, vol. 1, chapter 5).
5.Definition and mapping of the market (Valdani-Ancarani, vol. 1, Chapter 6).
6.The segmentation of the market (Valdani-Ancarani, vol. 2, ch. 1, 2, 3)
7.Strategic positioning (Valdani-Ancarani, vol. 2, Chapter 5).
8.Market competition (Valdani-Ancarani, vol. 2, Chapter 6).
9.Branding and brand strategies (Valdani-Ancarani, vol. 2, ch. 7, slides provided by the teacher)
10.The strategic marketing on the Web (Valdani-Ancarani, vol. 2, Chapter 11).
11.Corporate communication (Ravens, ch. 1, 2, 3)
12.The marketing communication (Ravens, chapter 6).
13.Advertising and media planning (Ravens, ch. 7, 8)
14.Direct marketing and sales promotion (Ravens, ch. 9, 10)
15.Interpersonal communication, public relations, sponsorships (Ravens, ch. 11, 12, 13)
16.Launch of new product (and in-depth seminars)
17.Networks of industrial marketing (seminars and in-depth)
18.Entrepreneurial marketing (seminars and in-depth)
Attendance allows to replace the texts with handouts provided by the instructor.
The seminars have dealt with the materials provided in class for attending students, with the remaining chapters of textbooks for not attending students