Syllabus
Updated A.Y. 2019-2020
ADVANCED MARKETING
Prof. Simonetta Pattuglia
e-mail: pattuglia@economia.uniroma2.it
twittername: @SPattuglia
Office Hours: To be weekly checked with the Professor by email until 8/4, after 8/4 Wednesday 4-6pm
Office: Tor Vergata University – Research Building – Room No.52 (First floor) – Via Columbia 2 – 00133 Rome, Italy
Other members contributing to the Course:
Sara Amoroso
Teaching Assistant
Phd Management
e-mail: amoroso@Economia.uniroma2.it
COURSE DESCRIPTION: LEARNING OBJECTIVES AND MAIN TOPICS
The Course will be based on the new potentialities that the marketing system is showing towards companies, products, services, people and processes reflecting the enormous changes occurring in theory and practice.
The content and organization respond to the new analytical, strategic and operational trends: from the traditional customer relationship management to the need of new research and segmentation; from brand management to new event management and experiential marketing; from targeting to “fragmenting” and online marketing; from traditional instruments and media to new forms of corporate and marketing integrated communications; from transactional marketing to the very last influencer marketing.
New paradigms, platforms and instruments such as geomarketing, unconventional marketing, social media marketing, mobile marketing, IoT-Internet of Things and new applications (to products, services, territory, time and entertainment ) will be provided.
New convergence platforms - web, social, and mobile – will be focused and integrated in the marketing processes.
New company communications are heavily involved in this huge analytical and strategic scenario: on and offline processes and integrations are the daily challenge for individuals, small and big peer groups, management of companies, and public sector.
The Course develops a peculiar analysis on the role and the perspectives new technologies and media show in this panorama. The digital platforms and the social technologies are leading the companies to set new strategies and new business models to launch and manage products, services and brands, processes and experiences oriented to a new consumer belonging to different generations: Millennials as Generation X or Baby Boomers.
The Course will focus with a special attention media and entertainment channels as internet, broadcasting and cinema, mobile and social, apps, IoT and virtual reality, considered as instruments not only devoted once to the information or communication or entertainment sectors but as platforms in which analytical skills, strategic activities and operational marketing could convey a new way of realising management innovation.
The Course intends also to evaluate the role of communication in the modern value creation processes and to analyse the most important areas/tools, nowadays available (adv, native adv, programmatic adv; online and offline public relations; promotions and sponsorships) for implementing effective communication initiatives on an economic as well as on a social level.
In our contemporary MarketingCube - digital, emotional, experiential - dimensions only apparently dystonic (electronic/digital vs physical/emotional) converge in a complex management able to lead to meaningful experiences, customer and stakeholder satisfaction and loyalty, company profitability.
The Course will host some Managerial Lectures (February 26th and March 11th)
CONTENTS
February 18th - INTRODUCTION - FROM THE MARKETING AS USUAL TO THE MARKETING AS INNOVATIVE - THE RELATIONSHIP MARKETING AND THE CRM CUSTOMER RELATIONSHIP MANAGEMENT
February 19th - THE FOUR DIMENSIONS: 1-FROM TARGETING TO CRM; 2-FROM MARKETING MIX TO CO-MARKETING MIX; 3-FROM SELLING TO EVENT MANAGEMENT; 4- FROM PLANNING TO BRANDING
1. FROM TARGETING TO CRM - CONDUCTING MARKETING RESEARCH - THE CASE APPLE MILLENNIALS, GENERATION X, BABY BOOMERS - THE CUSTOMER RELATIONSHIP MANAGEMENT
2. FROM MARKETING MIX TO CO-MARKETING MIX - BUSINESS MARKET - ALLIANCES -COOPETITION – MEDIA CONVERGENCE AND CONTENT CONVERGENCE FROM CO-BRANDING TO CO-MARKETING
February 25th - 3. FROM SELLING TO EVENTING - SELLING AND POINTS OF SALE – THE CUSTOMER JOURNEY - EVENT MANAGEMENT and EVENT BUDGETING ; 4.FROM PLANNING TO BRANDING - BRANDING AS LONG-TERM PLANNING – THE CASE OF FIAT 500. HOW TO REJOUVENATE A BRAND
February 26th - h. 16-18.30 Guest Lecture - Launching the Qooderverse: how to turn around a Company through the creation of a Brand – Mr Paolo Gagliardo, CEO Qooder SA - How the Swiss company Quadro Vehicles SA, selling 700 scooters per year from 2010 to 2017, mainly in Italy and France, with a yearly turnover never exceeding 7M, has been relaunched and transformed into Qooder SA, a 6000 uts / 50M revenues in 2020 with a global presence, using the power of the Brand and creating a new mobility universe.
February 26th - PRODUCT INNOVATION & BRANDING - Setting Product Strategy - Introducing New Market Offerings - BRANDING AS LONG-TERM PLANNING - Identifying Market Segments and Targets - Crafting the Brand Positioning – THE CASE OF BULGARI Creating brand equity (First Part)
March 3rd - PRESENTATION SIMKGT MARKETING AWARD 2019-2020 “Pasta Di Martino” with Sara Amoroso Phd., Dpt. Management and Law, University of Rome Tor Vergata (project work, part of the examination)
March 4th - PRODUCT INNOVATION & BRANDING - Setting Product Strategy - Introducing New Market Offerings - BRANDING AS LONG-TERM PLANNING - Identifying Market Segments and Targets - Crafting the Brand Positioning – Developing Pricing strategies and programs – THE CASE OF BULGARI Creating brand equity (Second Part)
March 10th - DISTRIBUTION & COMMUNICATION –(First part) Designing and Managing Integrated Marketing Channels - Managing Retailing and Wholesaling - Online Customer Experience and the Purchase Context THE CUSTOMER JOURNEY - TOUCH POINTS, CHANNEL AND OMNICHANNEL APPROACH - PHYSICAL/DIGITAL/VIRTUAL -E-COMMERCE
March 11th – h. 16-18.30 Guest Lecture PROCTER & GAMBLE - THE FUTURE OF SHOPPING, FROM PHYSICAL TO PHYGITAL STORE. CINZIA ANGELI SALES MANAGER INTERNATIONAL CUSTOMERS AND SABINA SANTORO SALES MANAGER NATIONAL CUSTOMERS
March 17th - COMMUNICATION AND MEDIA – THE MEDIA CONVERGENCE. THE CASE OF GOOGLE, FACEBOOK, AMAZON, APPLE The digital influence and the engagement - Designing and Managing Integrated Marketing Communications.
March 18th - The communication plan and the web marketing plan - Managing Mass Communications - Advertising, Sales Promotions, Events and Experiences, and Public Relations - Managing Digital Communications: Online, Social Media, and Mobile – Content marketing and storytelling. The Influencer marketing
March 24th - DISCUSSION PROJECT WORKS
March 25th - DISCUSSION PROJECT WORKS
March 31st - PRE-EXAM
TEACHING METHODS
The class will be taught using a general session, combination of case studies, discussions and Guest Lectures, The Course will include group works (max 3 participants each) and a public discussion at the end of the Course.
FINAL PROJECT WORK PRESENTATION (March 24th – 25th)
Groups of attending students (max 3 participants each) will be formed at the beginning of the Course. Each group will work on a project to be presented (public presentation) at the end of the Course. The Presentation of the project work will be held on March 24th and 25th.
REFERENCE TEXTBOOKS AND OTHER MATERIALS
The Course will be based on:
• Kotler Keller MARKETING MANAGEMENT XV Edition Pearson 2016
Recalling Chapters 4-5-9-10-11-13-15-16-17-18-19-20-21-22
Integrated with the following:
• Kalbach J. MAPPING EXPERIENCES. CREATING VALUE THROUGH JOURNEYS, BLUEPRINTS AND DIAGRAMS O’Reilly 2016
Chapter 2 “Fundamentals of mapping Experiences” and Chapter 10 “Customer Journey Maps”
• Kapferer THE NEW STRATEGIC BRAND MANAGEMENT. ADVANCED INSIGHTS & STRATEGIC THINKING V Edition Kogan Page 2012 Chapter 8 “Launching the brand” and Chapter 9 “Growing the brand”
SLIDES, CASES AND OTHER MATERIALS will be provided and uploaded on the Teacher’s website during the Course.
ATTENDANCE
Class participation and attendance are very important and highly recommended (less then 80% of attendance will not lead to the pre-exam)
EXAM (pre exam March 31st), PROJECT WORK, ASSIGNMENTS AND GRADING
Project work & written exam (5 open ended questions, 1 question per module). The exam (pw+we) is evaluated X out of 30 (25% project work, 75% written exam).
Single assignment on specific topics could provide +/- 0.5 points.
No oral exam is scheduled.
Project work: the 2019-2020 project work will be based on the Società Italiana Marketing Award www.premiomarketing.com and will be discussed on March 3rd.
Attention! It is mandatory to register the final mark only in the official exam dates for all kinds of students (MSc students and Erasmus