The main aim of the course is to provide students of basic competences and knowledges of the market functions according to the logic of analysis and configuration of companies strategies suitable to deal with competition in cooperative forms among the multiple internal and external stakeholders, integrating tangible and intangible resources. Aim of the course is the develop of main tools of both market analysis and customer change integrating strategic and operational marketing. Specific attention will be given to transformation of value chain mechanisms with competition, positioning and segmentation in the perspective of integration between material and immaterial goods and serviticing trajectories. Analysis of distinctive competences will be a fundamental milestone of (national and international) business strategies framework. Marketing operation will extend analysis of marketing mix tools, marketing information system for a coherent governance of marketing plan and innovation. A dynamic marketing able to see in advance change and transformation of markets and customers.
Expected learning outcomes
The expected results of the training process are primarily related to the development of appropriate skills to analyse the dynamics and structure of markets in impacts between digital and off-line channels. Secondly, they refer to the implementation of experimental strategies assessment skills with such-quantitative methods following both case studies and approaches such as network analysis
Lesson period: Second trimester
(In case of multiple editions, please check the period, as it may vary)
The course develop basic knowledge on relational marketing supporting competences to analyse evolution of the market in digital trajectories beyond the fordist mass production towards mass customization for a customer defined by volatility and low fidelity.
Prerequisites for admission
It is suggested some basic knwoledge of micro-economy or industrial organization, or management
Interactive classroom by course site and by site of editor for business game connected to course book (for attending students)
Dedicated course book edited by McGraw Hill and teacher of the course. All slides of lessons are on the site
Assessment methods and Criteria
Exam written by multiple choice questions for 45 minutes