Marketing and Business Strategy
A.Y. 2023/2024
Learning objectives
The course covers the basic concepts of marketing and business strategy. The aim of the course is to provide a rigorous logical framework of how companies make decisions for managing relationships with their customers, suppliers, and competitors. The course also introduces the basic operative tools of applied marketing research and the use of the most widespread software for consumers' data collection and analysis.
Expected learning outcomes
At the end of the course, the student will be able to:
· Evaluate the competitive context in which a company operates and indicate the strengths and weaknesses of the company and the opportunities and risks present in the market in which it operates
· Describe a product or service according to the concept of "value for the consumer"
· Collaborate with a student team to propose and create an original marketing research aimed at creating a "perceptual map"
· Evaluate the competitive context in which a company operates and indicate the strengths and weaknesses of the company and the opportunities and risks present in the market in which it operates
· Describe a product or service according to the concept of "value for the consumer"
· Collaborate with a student team to propose and create an original marketing research aimed at creating a "perceptual map"
Lesson period: First semester
Assessment methods: Esame
Assessment result: voto verbalizzato in trentesimi
Single course
This course cannot be attended as a single course. Please check our list of single courses to find the ones available for enrolment.
Course syllabus and organization
Single session
Responsible
Lesson period
First semester
Course syllabus
THEORETICAL LESSONS - 32 hours
1. Introduction to the marketing management process
· What is marketing (2 hours)
· The marketing function in corporate organizations (2 hours)
· The marketing management process (2 hours)
2. The purchasing behavior of consumers and organizations
· Variables influencing consumer purchasing behavior (4 hours)
· The purchasing decision process (2 hours)
· Structure of organizations and types of purchase (2 hours)
· Organizational structures and purchasing processes (2 hours)
3. Market segmentation
· What is meant by segmentation and types of segmentation (2 hours)
· Segmentation techniques and description of current and emerging segments (2 hours)
4. Competition
· Competitive market and Porter's 5 Forces (2 hours)
· Who are the contestants and what characteristics do they have (2 hours)
· Maps of positioning and objectives of the competitors (1 hour)
· Competition and value chain (2 hours)
· Co-petition and other competitive considerations (1 hours)
5. Corporate strategy
· Strategic planning and marketing management (2 hours)
· The company mission (1 hour)
· Strategies and markets (1 hour)
· Evaluation of strategic business areas (2 hours)
· The SWOT analysis (2 hours)
EXERCISES - 32 hours
Presentation of marketing research (2 hours)
Perception maps: what they are and how they are produced (2 hours)
Using Qualtrics software for questionnaire development (4 hours)
Preparing the database in Excel for data analysis (4 hours)
Using SPSS software to create perception maps (4 hours)
Use of PowerPoint software for presentation of results (4 hours)
Preparation of project ideas: classroom work and revision (12 hours)
1. Introduction to the marketing management process
· What is marketing (2 hours)
· The marketing function in corporate organizations (2 hours)
· The marketing management process (2 hours)
2. The purchasing behavior of consumers and organizations
· Variables influencing consumer purchasing behavior (4 hours)
· The purchasing decision process (2 hours)
· Structure of organizations and types of purchase (2 hours)
· Organizational structures and purchasing processes (2 hours)
3. Market segmentation
· What is meant by segmentation and types of segmentation (2 hours)
· Segmentation techniques and description of current and emerging segments (2 hours)
4. Competition
· Competitive market and Porter's 5 Forces (2 hours)
· Who are the contestants and what characteristics do they have (2 hours)
· Maps of positioning and objectives of the competitors (1 hour)
· Competition and value chain (2 hours)
· Co-petition and other competitive considerations (1 hours)
5. Corporate strategy
· Strategic planning and marketing management (2 hours)
· The company mission (1 hour)
· Strategies and markets (1 hour)
· Evaluation of strategic business areas (2 hours)
· The SWOT analysis (2 hours)
EXERCISES - 32 hours
Presentation of marketing research (2 hours)
Perception maps: what they are and how they are produced (2 hours)
Using Qualtrics software for questionnaire development (4 hours)
Preparing the database in Excel for data analysis (4 hours)
Using SPSS software to create perception maps (4 hours)
Use of PowerPoint software for presentation of results (4 hours)
Preparation of project ideas: classroom work and revision (12 hours)
Prerequisites for admission
No specific prerequisites are required.
Teaching methods
The teaching activity includes theoretical lectures and practical exercitations. The theoretical lectures focus on Marketing and Business Strategy. During the practical exercitation, each group of 6 students will join a collaborative project aimed at the realization of an original perceptual map on a sample of at least 150 consumers.
Teaching Resources
Peter, J. Paul F., Donnelly, H. James, Pratesi, A. Carlo (2022). Marketing, McGraw-Hill - Chapters 1, 2, 3, 4, 6
Supplementary teaching material distributed through the Ariel website
WEB page of the course (very relevant point!)
A course web page is active on the MyAriel webpage
The page, which is updated every year, contains:
1. The present Syllabus
2. The supplementary teaching material of the theoretical lessons - Slide, all released at the beginning of the course
3. The didactic tutorial material - Slide, released from time to time at the end of the lesson
4. A Notice Board, which is used by the teacher to communicate with the students;
5. A FORUM, which is used by students to ask the teacher questions regarding didactic aspects. This area is designed as a FAQ (Frequently Asked Questions) area to facilitate the exchange of information between all. In this sense, all students who ask "general" questions via email will receive an email from the teacher in which they will be invited to contribute on the Forum.
Supplementary teaching material distributed through the Ariel website
WEB page of the course (very relevant point!)
A course web page is active on the MyAriel webpage
The page, which is updated every year, contains:
1. The present Syllabus
2. The supplementary teaching material of the theoretical lessons - Slide, all released at the beginning of the course
3. The didactic tutorial material - Slide, released from time to time at the end of the lesson
4. A Notice Board, which is used by the teacher to communicate with the students;
5. A FORUM, which is used by students to ask the teacher questions regarding didactic aspects. This area is designed as a FAQ (Frequently Asked Questions) area to facilitate the exchange of information between all. In this sense, all students who ask "general" questions via email will receive an email from the teacher in which they will be invited to contribute on the Forum.
Assessment methods and Criteria
The exam consists of two parts: a written session focuses on the theoretical lectures and an oral session evaluates the results of practical exercitations. Please take into careful consideration that two different oral sessions are organized for the students that attend the course and those who do not attend it. The arithmetic mean of the written and oral session will provide the student's final mark.
Students are reminded that they will be admitted to examination upon the presentation of a valid ID document and that THE UNIVERSITY CARD CAN NOT BE CONSIDERED AN ID DOCUMENT.
WRITTEN EXAM - Theory
The exam takes place in a writing 45-minutes session. The exam contains 33 multiple choice questions. Each correct answer is worth 1 points for each wrong answer 0.25 points are subtracted. The student must score at least 18 points. To get 30 cum laude you need to score more than 30 points.
ORAL EXAMINATION - Students attending the exercises
The group project will be evaluated after a 10-minute plenary presentation of the results (+5 minutes of discussion). The mark is assigned to each group is expressed independently by the teacher, an external expert invited by the teacher and by fellow students.
The mark will then be calculated as follows:
Group score= (Teacher score)*0.40 + (Expert score)*0.40 + (Students average score)*0.20
ORAL EXAMINATION - Students NOT attending the exercises
Those who cannot follow the exercises will have to contact the teacher before taking the exam and will have to present an international scientific article using Microsoft PowerPoint presentation. The article will be chosen and assigned by the teacher and will focus on the topic of consumption and perception of products from the world of pets, or food. Presentation and evaluation rules:
1. The presentation must be carried in PowerPoint
2. The presentation must briefly contain the motivations (background) of the research, the purpose, the method and the results of the work studied
3. Each student has 10 minutes - 7 for the presentation of the paper, 3 for the discussion with the teacher
4. Each student will present himself with a copy of the paper to be delivered to the teacher for discussion
5. The presentation will be evaluated and the grade will be averaged with the written grade
6. The evaluation will consist of: 70% understanding of the paper and its exposure to the teacher; 30% capacity for critical discussion of the paper in the field of animal production sciences.
Students are reminded that they will be admitted to examination upon the presentation of a valid ID document and that THE UNIVERSITY CARD CAN NOT BE CONSIDERED AN ID DOCUMENT.
WRITTEN EXAM - Theory
The exam takes place in a writing 45-minutes session. The exam contains 33 multiple choice questions. Each correct answer is worth 1 points for each wrong answer 0.25 points are subtracted. The student must score at least 18 points. To get 30 cum laude you need to score more than 30 points.
ORAL EXAMINATION - Students attending the exercises
The group project will be evaluated after a 10-minute plenary presentation of the results (+5 minutes of discussion). The mark is assigned to each group is expressed independently by the teacher, an external expert invited by the teacher and by fellow students.
The mark will then be calculated as follows:
Group score= (Teacher score)*0.40 + (Expert score)*0.40 + (Students average score)*0.20
ORAL EXAMINATION - Students NOT attending the exercises
Those who cannot follow the exercises will have to contact the teacher before taking the exam and will have to present an international scientific article using Microsoft PowerPoint presentation. The article will be chosen and assigned by the teacher and will focus on the topic of consumption and perception of products from the world of pets, or food. Presentation and evaluation rules:
1. The presentation must be carried in PowerPoint
2. The presentation must briefly contain the motivations (background) of the research, the purpose, the method and the results of the work studied
3. Each student has 10 minutes - 7 for the presentation of the paper, 3 for the discussion with the teacher
4. Each student will present himself with a copy of the paper to be delivered to the teacher for discussion
5. The presentation will be evaluated and the grade will be averaged with the written grade
6. The evaluation will consist of: 70% understanding of the paper and its exposure to the teacher; 30% capacity for critical discussion of the paper in the field of animal production sciences.
AGR/01 - AGRICULTURAL ECONOMICS AND RURAL APPRAISAL - University credits: 6
Practicals: 32 hours
Lessons: 32 hours
Lessons: 32 hours
Professor:
Demartini Eugenio
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Professor(s)