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Docente
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MINGIONE MICHELA
(programma)
In general, students are not required to study the sub-sections available in the textbook “Marketing Memo (MM_)”, “Marketing Insights (MI_)” and “Marketing Excellence (ME_)” except when indicated. Following, additional details:
#1_Defining Marketing for the New Realities. The paragraph “Company orientation toward the marketplace” (pp.42-47) is not included in the program. “MI_Understanding the 4As of Marketing” (p.48) is included.
#2_Developing Marketing Strategies and Plans. In general, excluded. However, in the section "Further Material" students can find a document related on how to develop a marketing plan.
#3_Collecting Information and Forecasting Demand. “Estimating current and future demand” (p.111-115) is excluded.
#4_Conducting Marketing Research. “MM_Conducting Informative Focus Groups” (p.127), “MM_Marketing Questionnaire Dos and Don’ts” (p.130) and “MI_Understanding Brain Science” (p.133) are included.
#5_Creating Long-term Loyalty Relationships.
#6_Analyzing Consumer Markets. “MM_The power of sensory marketing” (p.189) is included. The paragraph “Behavioral decision and behavioural economics” (pp.202-205) is excluded.
#7_Analyzing Business Markets. This chapter is entirely excluded.
#8_Tapping into Global Markets. This chapter is entirely excluded.
#9_Identifying Market Segments and Targets. “MI_Chasing the long tail” (p.289) is included.
#10_Crafting the Brand Positioning. “MM_Constructing a brand positioning Bull’s-eye” (p.309) is included. The section “Positioning and branding for a small business” (pp.314-316) is excluded.
#11_Creating Brand Equity. “MI_The brand value chain” (pp.337-338) and “MI_What is a brand worth” (pp.339-340) are included.
#12_Addressing Competition and Driving Growth. This chapter is entirely excluded.
#13_Setting Product Strategy.
#14_Designing and Managing Services. This chapter is entirely excluded.
#15_Introducing New Market Offerings. “MM_Seven ways to draw new ideas from your customer” (p.462) and “MM_How to run a successful brainstorming session” (p.464) are included.
#16_Developing Pricing Strategies and Programs; #17_Designing and Managing Integrated Marketing Channels; #18_Managing Retailing, Wholesaling and Logistics. These three chapters are summarized in a pdf related to lecture slides (Teaching Material). Students must study the parts highlighted in the slides.
#19_Designing and Managing Integrated Marketing Communication. This chapter is entirely excluded.
#20_Managing Mass Communications: Advertising, Sales promotions, Events and Experiences, and Public Relations.
#21_ Managing Digital Communications: Online, social media and mobile.
#22_Managing Personal Communications: Direct and Database Marketing and Personal Selling. The sub-paragraph “Sales force structure size and compensation” and the paragraphs “Managing the sales force” and “Principles of personal selling” (pp.667-674) are excluded.
#23_Managing a Holistic Marketing Organization for the Long Run. This chapter is excluded, unless the part related to Sustainability concerns, which you can find in the lecture slides related to chapter #13.
 Kotler P. & Keller, K.L., Marketing Management (Global Edition), Pearson Education, 15th Edition.
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