MARKETING E RISORSE UMANE

It aims at:

1.to develop capabilities to define marketing strategies

2.To make able to design a marketing plan

3.to explain the formation of a new product idea

Lectures

Written Exercises

1. Market-DRIVEN MARKETING
2. CONSUMER and markets
   1. Needs
   2. Consumer behaviour
3. SEGMENTING MARKETS IN b2C AND b2b
   1. Macro segmentation
   2. Micro segmentation
4. VALUE FOR CUSTOMER IN LITERATURE
5. ATTRACTIVENESS AND COMPETITIVENESS IN DIFFERENT SEGMENTS
   1. Primary demand
   2. Product life-cycle stage
   3. Lon-period competitive advantage
   4. Experiencial curve
6. marketing STrategy
   1. Portfolio matrices (BCG vs GE vs Shell)
   2. SWOT analysis
   3. Base strategy
   4. Growth strategy
   5. Competitive strategy
7. new product development
   1. Leader and Follower
   2. Development process (sequencial vs parallel)
8. brand management
   1. Barnd equity and Brand valuation
   2. Branding strategies: selecting a brand name, product range brand policy, brand extension policy
9. marketing channels
   1. Channel structures: vertical systems
   2. Strategies for market coverage
10. pricing
    1. Cost-based pricing
    2. Demand-based pricing
11. market communication

v.Advertising

w.Promotion

1. Budgeting: cost-based, profit-based, demand-based models

Information storage

Market-driven management - Marketing strategico e operativo, J.J. Lambin, McGraw-Hill, Milano