Marketing (advanced)
A.Y. 2023/2024
Learning objectives
The course intends to develop the knowledge of specific retail and channel marketing management processes and practices, with a focus on fast moving consumer goods. Building on basic marketing knowledge, the course applies marketing concepts and frameworks to the specific context of retail and distribution channel management. The key areas of strategic marketing planning, implementation and control will be encompassed.
The first part of the course introduces the peculiar nature of retailing business, by analyzing both strategic retail marketing decisions and operational retail marketing activities, along with the factors affecting them.
The second part of the course outlines the different options in terms of distribution channel design and management, before analyzing the determinants, effects and trends of channel marketing choices.
The third part of the course has a practice-based approach. Case studies, exercises and assignments are used to let students reinforce concepts learned and actively apply them to real-world situations.
The first part of the course introduces the peculiar nature of retailing business, by analyzing both strategic retail marketing decisions and operational retail marketing activities, along with the factors affecting them.
The second part of the course outlines the different options in terms of distribution channel design and management, before analyzing the determinants, effects and trends of channel marketing choices.
The third part of the course has a practice-based approach. Case studies, exercises and assignments are used to let students reinforce concepts learned and actively apply them to real-world situations.
Expected learning outcomes
By the end of the course students will acquire the ability to critically evaluate and discuss the impact, development and use of the topics covered during the course. The final exam aims to verify the expected learning outcomes in relation to these topics.
Lesson period: Second trimester
Assessment methods: Esame
Assessment result: voto verbalizzato in trentesimi
Single course
This course can be attended as a single course.
Course syllabus and organization
Single session
Responsible
Lesson period
Second trimester
Course syllabus
The course is mainly focused on consumer marketing, with a strong orientation on FMCG/B2C brands.
Understand the elaboration of a marketing strategy to ensure the creation of value ; identify the key levers of innovation and differentiation.
Have a good understanding of the fundamental tools used for strategic decision making.
Didactic approach to tackle the business reality of marketing when working on a brand.
Understand the elaboration of a marketing strategy to ensure the creation of value ; identify the key levers of innovation and differentiation.
Have a good understanding of the fundamental tools used for strategic decision making.
Didactic approach to tackle the business reality of marketing when working on a brand.
Prerequisites for admission
The students should have followed an introductive course to marketing as a pre-requisite, to have a basic knowledge of the concepts that will be studied much deeper with a strategic and business perspective
Teaching methods
Mix between theoretical concepts, readings and case studies
Involvement and participation of the students
Coaching of the professor on the projects
Involvement and participation of the students
Coaching of the professor on the projects
Teaching Resources
The material used during the sessions is downloaded on Ariel website.
The non attending students will also be evaluated on these documents.
The non attending students will also be evaluated on these documents.
Assessment methods and Criteria
The attending students will work in groups on a business case (company/brand of their choice) all along the course.
They will be evaluated in two steps :
- Mid-term assessment = written report 40% of final grade
- Final exam = oral presentation 60% of final grade
For the non-attending students, the final grade will be determined by an oral examination based on the content of the course and a short business case
They will be evaluated in two steps :
- Mid-term assessment = written report 40% of final grade
- Final exam = oral presentation 60% of final grade
For the non-attending students, the final grade will be determined by an oral examination based on the content of the course and a short business case
Educational website(s)
Professor(s)