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Syllabus Marketing 2nd semester...

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SYLLABUS 2019/2020

30015 MARKETING Classe impartita in lingua inglese Programs: BIEM (6 crediti - II sem. - OBS | 6 cfu - SECS-P/08) Class: 34 (II sem.) Department: Marketing Course director: ROBERTA DE SANCTIS Classe 34 ROBERTA DE SANCTIS Department of Marketing Università Bocconi, Milan, Italy [email protected] VERENA BARBARA SCHOENMUELLER Department of Marketing Università Bocconi, Milan, Italy [email protected]

Attenzione! Il programma di seguito riportato è da considerarsi valido SOLO per l'anno accademico 2019/2020.

MISSION The course is designed to provide a broad understanding of marketing management and the role of marketing in the society. The course has two main purposes. First, it drives students to understand the basic principles of marketing. Second, it offers students models and tools to manage the exchange process between firms and customers.

COURSE CONTENT DETAILED - SCHEDULE - BIEM cl. 34 Session

Topic

Assigned

1

Introduction to the course

Chapter 1

2

Value creation & marketing

3

Developing Marketing

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4

Strategies

Groups’ names due

Developing marketing plans

Appendix 1

CAPTURING MARKETING INSIGHTS 5

Gathering Information and Scanning the Environment

Chapter 3

6

Market Research

Chapter 4

7

Consumer Markets and Consumer Buying Behavior

Chapter 5

8

Consumer Markets and Consumer Buying Behavior

Chapter 5

CONNECTING WITH CUSTOMERS 9

Business Markets and Business Buying Behavior

Chapter 6

10

Identifying Targets and

Chapter 7

Segments 11

Differentiation and Positioning

Chapter 7

12

Branding

Chapter 8

CREATING VALUE PROPOSITIONS 13

Setting Product Strategy

Chapter 9

14

Setting Product Strategy

Chapter 9

15

Pricing

Chapter 10, 11

16

Marketing Channels

Chapter 12, 13

17

Retailing

Chapter 12, 13

COMMUNICATING VALUE 18

Designing and Managing Integrated Marketing Chapter 14 Communications

19

Managing Personal

Chapter 15,16

Communications

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20

Managing Personal

Chapter 17

Communications MARKETING FROM A MACRO PERSPECTIVE 21

Tapping into

Chapter 19

Global Markets 22

Social

Chapter 20

Responsibility and Ethics

Assignment’s hand in

23

Group assignments’ presentation

24

Course Wrap-Up

TEACHING METHODS Selection: Face-to-face lectures Exercises (exercises, database, software etc.) Case studies /Incidents (traditional, online) Group assignments Interactive class activities (role playing, business game, simulation, online forum, instant polls)

The course is structured around interactive lecture sessions where you can apply and strengthen your learning. Each session is organized to provide you with a deeper understanding of a factor that is related with marketing. In order to achieve the course objectives, the students are expected to attend and participate in the lectures, hand in the written assignments and take the final written exam.

1. Lectures: The course consists of lectures. These lectures focus on theoretical aspects of marketing. We will also focus on practical problems.

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2. Attendance and Participation: Attendance and participation are very important in creating a class environment that is both interesting and meaningful to the student. In addition, no one succeeds in business without first, showing up, and second, expressing themselves in an intelligent manner and asking good questions. Experience suggests that marketing is best learned through study and application in a cumulative manner; the value of the course is greatly diminished if you attempt to substitute pre-exam cramming for regular preparation. In order to get the most out of this course while spending the least time, the best strategy is reading the material in advance.

Attendance will be registered at the beginning of all the sessions. In order to get the attending student status, students should be present in at least 75% of the sessions. 3. Written Assignment: During the term, attending students (only) will hand in one written assignment report. This written assignment must be typed and handed in by session 22. No assignment will be accepted as late. This assignment is a group project. You will work in groups of 5/6 PEOPLE MAXIMUM (No individual assignment is accepted). Learning to work well in a team environment is an essential skill for any successful business person or entrepreneur. You have to inform the Professor via email about your group information (members’ name, last name, Bocconi ID and e-mail address) by session 3 of the course. You will remain in your team throughout the semester. Should problems arise within the group, please let the Professor know either in person or through e-mail. When handing in the final project report, you will be allowed to hand in a peer evaluation, to rate the contribution of each team member. The peer evaluation is not mandatory. Additional details about the peer evaluation will be given in class 4. Exam: At the end of the term, you will have one final exam. Please see Assessment Methods for the details.

Assessment methods for the attending and non-attending students are different.

Attending students

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This class offers both individual and group opportunities to apply what you have learned and demonstrate your mastery of the subject matter.

Assessment is based on the written assignments, final exam, and attendance.

1.Written Assignment (50%): You will be given one written assignment during the term. This written assignment makes up 50% of your final course grade. Each group will be asked to write up a marketing plan for an idea the group has or for an existing company. It is due before the beginning of session 22 at 09h00 a.m. (up-load on Blackboard).

2.Exam (50%): There will be 1 final exam. It will be a 1 hour written exam. The exam will include material from the textbook, classroom discussion, and any supplemental material provided by the instructor. Half of the exam will be multiple-choice questions and the other half will be short essay-type questions. Bring your calculator. The exam will weight 50% of your final grade.

ATTENDING STUDENTS can take the exam as an attending student ONLY in the first two exam sessions that are announced. The other exam sessions are for the NON-ATTENDING STUDENTS only. There will also be some opportunities for extra credit. These opportunities will primarily be discussed in class.

Non - Attending students Assessment for the non-attending students is based on the final exam.

Exam (100%): There will be one final exam this semester. The exam will include material from the ENTIRE textbook (all chapters). The exam will include multiple choice questions and short essay-type questions. The exam will be a 1-hour written exam. Bring your calculator. A mock exam, with sample questions, will be available on the course Blackboard toward the end of the semester.

TEACHING MATERIALS

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- BIEM cl. 34 Attending students Course material for the attending students is composed of the course book and the case studies.

Kotler & Armstrong, Principles of Marketing: Global Edition (17th Ed). Pearson Higher Education. Case Studies (all case studies will be uploaded on students' course reserve)

Non - Attending students Course material for the non-attending students is composed of the course book (all chapters).

Kotler & Armstrong, Principles of Marketing: Global Edition (17th Ed). Pearson Higher Education.

HONOR CODE Bocconi University conceives of education as an ongoing process that stretches across a person’s entire professional life. The University hopes that the entire Bocconi community will respect the values of fairness and correctness associated with it, values which inspire and guide the conduct of all community members as they pursue common objectives and a shared mission. The Bocconi University Honor Code is published at http://www.unibocconi.eu/honorcode. We encourage all students to read it.

The pin code to record your presence with the Attendance procedure must be entered in the classroom in the presence of the faculty member who handles the recording. For 'Attendance', presence for the entire duration of the activity is intended. In case of an improper use of the Attendance recording procedure by students - e.g. entering the pin to record attendance while outside the classroom, unexcused exit from the classroom before the end of activities - a disciplinary sanction equal to a six-month suspension from exams/graduation will be given to the student.

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Aggiornato al 07/02/2020 12:51

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