Updated A.Y. 2018-2019
Prof. Simonetta Pattuglia
Office Hours: Wednesday – 5:00-6:00 pm.to be weekly checked on the Faculty’s website
Office: Tor Vergata University – Research Building – Room No.52 (First floor) – Via Columbia 2 – 00133 Rome, Italy
Other members contributing to the Course:
Prof. Martin Wetsels
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 a Seminar on Digital Marketing held by Prof.Martin Wetsels (see below)
NOV 6TH INTRODUCTION - FROM THE MARKETING AS USUAL TO THE MARKETING AS INNOVATIVE - THE RELATIONSHIP MARKETING AND THE CRM CUSTOMER RELATIONSHIP MANAGEMENT
NOV. 7TH 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
NOV. 12th PRESENTATION SIMKGT MARKETING AWARD 2018-2019 with Sara Amoroso, Phd. Student, Dpt. Management and Law, University of Rome Tor Vergata
NOV. 13th 3. FROM SELLING TO EVENTING - SELLING AND POINTS OF SALE – THE CUSTOMER JOURNEY - EVENT MANAGEMENT and EVENT BUDGETING
NOV. 14th 4.FROM PLANNING TO BRANDING - BRANDING AS LONG-TERM PLANNING – THE CASE OF FIAT 500. HOW TO REJOUVENATE A BRAND
NOV. 19th 4. FROM PLANNING TO BRANDING - BRANDING AS LONG-TERM PLANNING – THE CASE OF FIAT 500. HOW TO REJOUVENATE A BRAND (SECOND PART)
NOV. 20th 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)
NOV. 26th-30th SEMINAR DIGITAL MARKETING by Prof. Martin Wetsels, Maastricht University (26th, 27th, 28th Lectures, 30th Tutorial Session – See below )
DEC. 3rd 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)
DEC. 4th 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
DEC. 5th DISTRIBUTION & COMMUNICATION (Second part)
DEC. 10th 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.
DEC. 11th 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
DEC. 12th DISCUSSION PROJECT WORKS
DEC. 20th PRE-EXAM
The class will be taught using a general session, combination of case studies, discussions and a Visiting Professor’s Seminar on Digital Marketing. The Course will include group works (max 3 participants each) and a public discussion at the end of the Course.
FINAL PROJECT WORK (Dec. 11th and 12th)
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 Dec. 11th and 12th.
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.
Class participation and attendance are very important and highly recommended (less then 80% of attendance will not lead to the pre-exam)
EXAM (Dec. 13th), 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 2018-2019 project work will be based on the Società Italiana Marketing Award on FRECCIAROSSA TRAIN CASE www.premiomarketing.com and will be discussed on Dec. 11th and 12th
Attention! It is mandatory to register the final mark only in the official exam dates for all kinds of students (MSc students and Erasmus students).
Seminar Outline: Digital Marketing
Visiting Professor Prof. Dr. Martin Wetzels
School of Business and Economics, Maastricht University
1. IntroductionOver the last decades political, social, and technological developments have changed the strategic business landscape in almost every country around the globe. The advances in business have continuously opened new possibilities to satisfy customer demands, and many of the innovations have been successfully introduced and became widely accepted. Especially, in the area of information and communication technology (ICT) developments have been mind-boggling. In 1995 less than 1% of the world population had an Internet connection, while in 2018 the Internet had more than 4 billion users, surpassing 50% of the world population (https://www.internetworldstats.com/stats.htm). This was the result of a phenomenal growth rate, as the number of Internet users has increased by a factor 10 from 1999 to 2013 (http://www.internetlivestats.com/internet-users/#trend).
However, not only the number of Internet users has increased, but also online activities have taken off at a tremendous pace. The website www.internetlivestats.com/one-second provides interesting insights in the proliferation of online activities, as it shows that every second (obtained June 3rd, 2018) 57,620 GB of Internet traffic is taking place, 2,697,571 emails are being sent, 67,392 Google searches are being conducted, 74,102 Youtube videos are being viewed, 3,174 Skype calls are being placed, 8,063 tweets are being sent, and 849 Instagram pictures are being uploaded. Moreover, most of this data is generated by the users themselves and is generally referred to as User-Generated Content (UGC).
The current digital disruption is being driven by five forces (Scoble & Israel, 2014): (1) mobile technology, (2) social media, (3) big data, (4) sensors and (5) location-based technology, leading them to label the upcoming age as the “Age of Context.” Combining mobile technology, sensors and location-based technologies connecting devices has led to the emergence of the “Internet of Things” and the related concept of Industry 4.0 (Geissbauer et al., 2016). In order to realize the potential of Industry 4.0 it will be essential to develop new approaches for data analytics given the nature and amount of data being generated in the digital processes encompassing Industry 4.0.
Moreover, the amount of UGC on social media will also produce a vast amount of data, more commonly referred to as BIG data. Big data is generally characterized by four properties: (1) volume, (2) velocity, (3) variety and (4) veracity. In other words, large amounts of data are being generated at a high frequency in both structured and unstructured (text, pictures, audio, video, etc.) formats without being able always to assess the quality of the data. The ever-increasing importance of data analytics in digital business has prompted Davenport and Patil (2012) to exclaim that the data scientist might well evolve into “…the sexiest job of the 21st century.” Finally, the potential impact of data and analytics is strongest for marketing and sales as business function. However, it should be noted that the full potential of digital marketing can only be realized of data silos are broken down and all business function in a firm work toward an integral analytical platform (Wilder-James, 2016).
2. Seminar Objectives
The proliferation of the Internet and related innovative digital technologies, such as mobile, “big” data, sensors, social media and user-generated content (UGC) have a profound effect on marketing theory and practice. The changing strategic context will fundamentally transform marketing as we know it and consequently new paradigms will have to be developed to take account of marketing activities in the upcoming electronic age. This Seminar will focus on providing an in-depth understanding of the development and planning of effective digital marketing strategies, their implementation and evaluation.
3. Seminar Structure
The Seminar uses a mixed format based on three lectures and a tutorial session. The lectures will address the changing environment and its impact on digital marketing. The concepts covered in the lectures will be applied to a case study in the tutorial session. In the tutorial session teams of students will presenting their insights with respect to the case study. The Seminar structure is summarized in Table 1 below.
Session Topic Materials
Lecture 1 November 26th, 2018 The Changing Environment Materials available online
Lecture 2 November 27th, 2018 Digital Marketing Materials Available online
Lecture 3 November 28th, 2018 Digital Marketing Materials Available online
Tutorial Session November 30th, 2018 Case Study Team Presentations Accorhotels
4. Faculty Prof. Dr. Martin Wetzels Department of Marketing and Supply Chain Management, E: firstname.lastname@example.org
Prof. Dr. Martin Wetzels is Full Professor in Marketing and Supply Chain Research at the School of Business and Economics, Maastricht University, the Netherlands. His main research interests are services marketing, marketing research, B2B marketing, marketing channels and digital marketing. His work has resulted in more than 90 articles in international journals, such as, MIS Quarterly, Journal of Marketing, Management Science, Journal of Operations Management, Journal of Consumer Research, Accounting, Organizations and Society, Journal of the Academy of Marketing Science, Journal of Retailing, Journal of Service Research, Journal of Product Innovation Management, Journal of Consumer Psychology, Journal of Management Studies, Long Range Planning, Journal of Business Research, Journal of Service Management, Industrial Marketing Management, Psychology and Marketing, Marketing Letters, European Journal of Marketing and the International Journal of Research in Marketing. He has contributed more than 130 papers to conference proceedings and presentations. His work has received more than 16,000 citations on Google Scholar resulting in an h-index of 51 and a g-index of 126, putting him in the top tier of marketing academics worldwide. He actively serves as a reviewer for numerous leading international journals and he chaired a number of international conferences, such as IPSERA and SERVSIG.
The Department of Marketing and Supply Chain Management at the School of Business and Economics, Maastricht University covers a broad portfolio of research themes ranging from services marketing, digital marketing, E-Business, innovation, retailing, marketing channels, supply chain management, purchasing management, marketing-finance, branding, relationship management, consumer behavior and marketing analytics and modeling. The Department of Marketing and Supply Chain Management, School of Business and Economics is ranked 26th worldwide in terms of University Research Productivity in the Premier American Marketing Association (AMA) Journals (2011-2015) based on the UTD Top 100 Business School Research RankingsTM.
Davenport, T.H. and Patil, D.J. (2012). Data Scientist: The Sexiest Job of the 21st Century. Harvard Business Review, 90(10), 70-76.
Geissbauer, R., Vedso, J. & Schrauf, S. (2016). Industry 4.0: Building the Digital Enterprise. PWC. [Hyperlink: http://www.pwc.com/gx/en/industries/industries-4.0/landing-page/industry-4.0-building-your-digital-enterprise-april-2016.pdf]
Scoble, R. and Israel, S. (2014). Age of Context: Mobile, Sensors, Data and the Future of Privacy. Patrick Brewster Press.
Wilder-James, E. (2016). Breaking Down Data Silos. Harvard Business Review (digital article; https://hbr.org/2016/12/breaking-down-data-silos).