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 concept and market understanding, segmentation evolution, strategic brand management, competition, innovation, fashion marketing, business and marketing communication.
1) Cravens D.W., Piercy N.F. (2013), Strategic Marketing, Tenth Edition, McGraw-Hill Higher Education (tutto il libro escluse le seguenti parti: Preface; 2A.Appendix: Financial Analysis for Marketing Planning and Control; 4.Strategic Customer Management: Systems, Ethics, and Social Responsibility; VI. Comprehensive Cases)
2) Lewicki R.J., Barry B., Sauders D.M. (2016), Essentials of Negotiation, Sixth Edition, McGraw-Hill Higher Education (Solo le seguenti parti: 1.The Nature of Negotiation; 2.Strategy and Tactics of Distributive Bargaining; 3.Strategy and Tactics of Integrative Negotiation; 4.Negotiation: Strategy and Planning)
3) Walker O., Mullins J. (2014), Marketing Strategy: a decision-focused approach, Eighth Edition, McGraw-Hill Higher Education (Solo le seguenti parti: 4. Understanding Market Opportunity; 5. Measuring Market Opportunities: Forecasting and Market Knowledge; 6. Targeting Attractive Market Segments)
4) Belch G.E., Belch M.A. (2018), Advertising and Promotion: An Integrated Marketing Communications Perspective, 11th Edition, McGraw-Hill Higher Education(Solo le seguenti parti: 1.An Introduction to Integrated Marketing Communications; 5.The Communication Process; 7.Establishing Objectives and Budgeting for the Promotional Program)
An e-book titled "Strategic Marketing and Communication" containing the chapters of the above-mentioned books that constitute the reference texts can be purchased at the following link:
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 and online meetings, Seminars
Further information
Lecturer's e-mail: simone.guercini@unifi.it
silvia.ranfagni@unifi.it
To meet the lecturer see his web page at www.economia.unifi.it
Type of Assessment
Oral exam, Assignments (two project works reserved for attending students, which replace part of the textbooks)
Until further notice, the procedure envisaged for the exam sessions is remote, using Google Meet.
Interested students are invited to report via email to the teacher, or directly to the School of Economics and Management, at least 10 days before the exam date, any problems in obtaining the necessary support, and then confirm in the notes field of the exam booking what has already been reported.
As regards the requests to carry out the exam in an alternative way to that established by default (online) for each exam, these can be accepted if based on adequate motivation.
For any other communication see the site:
https://www.economy.unifi.it/vp-468-appello-esami-sessione-estiva-20-21.html
Course program
Strategic planning
Markets and new challenges
Markets and competitive spaces
Strategic market segmentation
Strategic relationships
Brand managementValue-chain strategy
Strategic marketing implementation and control
The nature of negotiation
Strategy and tactics of negotiation
Practices and relationships in negotation
Marketing and managerial decision making
Exploratory, descriptive and casual research design
Integrated marketing communications
Organizing for advertising and promotion
Source, message and channel
Objectives and budgeting for integrated marketing communication programs
Project works
Attendance allows to replace the texts with handouts provided by the instructor.
Project works are individual and group work realized on real cases proposed by businesses and allow the students to deal with the subject of the course in an alternative manner to the preparation of parts of textbooks.