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Syllabus

Updated A.Y. 2023-2024

ADVANCED MARKETING

Prof.ssa Simonetta Pattuglia

e-mail: pattuglia@economia.uniroma2.it

twittername: @SPattuglia

 

Office Hours: To be weekly checked with the Professor by email

T.A. Nicola Leone, Phd Student

 

e-mail: nicola.leone@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 and to big data analysis and AI orientation; from brand management to new event management and experiential marketing and to new brand purposes; 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 and customised relationship marketing and communication

New paradigms, platforms and instruments such as geomarketing, unconventional marketing, social media marketing, mobile marketing, IoT-Internet of Things, Metaverse and new applications of IA platforms (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 and particularly after the pandemic disruption. 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 new consumers belonging to different generations: Alpha, Z, Millennials, Generation X, Baby Boomers.

The Course will focus with a special attention media and entertainment channels 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 from various industrial sectors

 

CONTENT

February 20th - INTRODUCTION - FROM THE MARKETING AS USUAL TO THE MARKETING AS INNOVATIVE. THE FOUR DIMENSIONS OF THE INNOVATIVE MARKETING: 1-FROM TARGETING TO CRM; 2-FROM MARKETING MIX TO CO-MARKETING MIX; 3-FROM SELLING TO EVENT MANAGEMENT; 4- FROM PLANNING TO BRANDING.

THE RELATIONSHIP MARKETING AND THE CRM CUSTOMER RELATIONSHIP MANAGEMENT (First part)

February 21st – THE RELATIONSHIP MARKETING AND THE CRM CUSTOMER RELATIONSHIP MANAGEMENT (Second part)

 

February 22nd – THE RELATIONSHIP MARKETING AND THE CRM CUSTOMER RELATIONSHIP MANAGEMENT (Third part)

February 27th - FROM TARGETING TO CRM - CONDUCTING MARKETING RESEARCH - THE CASE OF APPLE MILLENNIALS, GENERATION X, BABY BOOMERS (First part)

February 28th PRESENTATION SIMKGT MARKETING AWARD 2022-2023 “COREVE CASE” Prof.ssa Pattuglia with Nicola Leone, Phd. Student, Dpt. Management and Law, University of Rome Tor Vergata (project work, part of the examination)

February 29th - FROM TARGETING TO CRM - CONDUCTING MARKETING RESEARCH - THE CASE APPLE MILLENNIALS, GENERATION X, BABY BOOMERS (Second part)

March 5nd – FROM SELLING TO EVENT MANAGEMENT. SELLING AND POINTS OF SALE. EVENT BUDGETING  (First part) – BRIEF ASSIGNMENT “THE FYRE FESTIVAL” A NETFLIX MOVIE

March 6th Guest Lecture – Online Teams -  Global marketing between branding, Marketing and Communication. The case of Huawei – Marianna Cherubini, Global Marketing Manager at Huawei Fusion Solar, Madrid, Espana

March 7th – FROM SELLING TO EVENT MANAGEMENT. SELLING AND POINTS OF SALE. EVENT BUDGETING (Second part)

March 12th 13th 14th - no class

March 19thBRAND MANAGEMENT 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 FIAT 500. HOW TO REJOUVENATE E BRAND (First part)

March 20th Guest Lecture – Online Teams - The digital ecosystem and the e-commerce space – Tommaso Papi Marketing & eCommerce Director at P&G, Geneve, Switzerland 

March 21th - BRAND MANAGEMENT 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 FIAT 500. HOW TO REJOUVENATE E BRAND (Second part)

March 26thDoing Marketing and Communication with AI - Chat GPT and other platforms – Dott.Nicola Leone – Phd Students Management – University of Rome Tor Vergata

March 27th –  DISCUSSION ASSIGNMENT “THE FYRE FESTIVAL”

March 28th - Guest Lecture – Online Teams - The brand management system between values and the new digital ecosystems. Some automotive cases – Paolo Gagliardo, CEO, Consultant 

April 2nd  - Mapping the experience. Customer journey, touchpoints and satisfaction (First Part)

April 3rd - Mapping the experience. Customer journey, touchpoints and satisfaction (Second Part)

April 4th no class

April 9th  THE MEDIA CONVERGENCE. THE CASE OF GOOGLE, FACEBOOK, AMAZON, APPLE. The digital influence and the engagement - Designing and Managing Integrated Marketing Communications: the performance marketing. The Renault Wintercheck case (First part)

April 10th - THE MEDIA CONVERGENCE. THE CASE OF GOOGLE, FACEBOOK, AMAZON, APPLE. The digital influence and the engagement - Designing and Managing Integrated Marketing Communications: the performance marketing. The Renault Wintercheck case (Second part)

April 11th – DISCUSSION PROJECT WORKS – H.16pm

April 16th - DISCUSSION PROJECT WORKS – H.16pm

April 17th  - Pre-Exams – H.16-18pm

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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 Groups of attending students (max 3 participants each) will be formed at the beginning of the Course. Each group will work on a project (THE COREVE CASE, SIMKT MARKETING AWARD) to be presented in class at the end of the Course.

 

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 2020 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 April 17th, only for people attending the Course), PROJECT WORK, ASSIGNMENTS AND GRADING

The exam (pw+we) is evaluated X out of 30 (25% project work, 75% oral exam). Single assignment on specific topics could provide +/- 1 point.

Project work: the 2023-2024 project work will be based on the Società Italiana Marketing Award www.premiomarketing.com and will be discussed on April 11th and April 16th.