Organization and Marketing for Corporate Communication

CECILIA GRIECO
CECILIA GRIECO

1.1. Object

The course deals with the issue of strategic corporate governance, with particular reference to the management of market problems. The course also performs a function of connection between the basic knowledge of marketing - acquired during the three-year - and a path of consolidation and specialist study on the issues of market management, in line with the Degree Course.

The reference phenomenal context is the current market competition, characterized by high international interdependence and by the pervasive presence of science.

The course also intends to help homogenize the level of knowledge of the discipline by placing in the first year of the Degree in Organization and Marketing for Business Communication and addressing students from different three-year courses.


1.2 Specific Object
1.2.1 Knowledge and understanding
Acquire awareness of the concept of market strategy: a critical knowledge of strategic marketing, its evolutionary phases, the role in corporate governance, the processes for defining and implementing strategies.

1.2.2 Applying knowledge and understanding
At the end of the course, the student will be able to discern the different corporate strategies - corporate and business level - the related marketing and organizational implications. This analytical ability will be accompanied by the possession of the skills necessary to formulate a strategic market project.

1.2.3 Making judgements
Students are encouraged to develop critical and judgmental skills, to communicate what has been learned and to continue the work independently through the inclusion of case studies, benchmarking analysis and/or analysis of cases and testimonials by the marketing managers. Specifically, the case histories analysis stimulates students to debate and discuss the topics dealt with to develop critical judgment. The ability that is further stimulated through the classroom debate aimed at analyzing the marketing strategies implemented by companies, starting from the analysis of the demand (actual and potential), of the products, of the brand and the competition.

1.2.4 Communication skills
The ability to communicate what has been learned is stimulated both through the debate with testimonials and through the presentation in the classroom of insights made by students on the teacher's stimulus, concerning the strategies, operations or tactics implemented by companies in different economic sectors.


1.2.5 Learning skills
The insights (point 4), as well as the case studies, require students' autonomous homework. Their development implies the study of theoretical concepts and their subsequent practical implementation.

For students not attending the course, critical skills and study autonomy are stimulated through focus, case histories and examples contained in the textbook, also accompanied by exercises and other focuses available online.

Knowledge and understanding: Acquire awareness of the concept of market strategy, that is: a critical knowledge of strategic marketing, its evolutionary phases, the role in corporate governance, the processes of definition and implementation of strategies.

Ability to apply knowledge and understanding: At the end of the course the student will be able to discern the different business strategies - corporate and business level - the related marketing and organizational implications. This analytical ability will be accompanied by the possession of the skills necessary to formulate a strategic market project.

Autonomy of judgment: Students are encouraged to develop critical and judgment skills, to communicate what they have learned and to continue their work autonomously through the inclusion in the training course of case studies, benchmarking analysis and / or analysis of cases and testimonies by company representatives. Specifically, the classroom analysis of case studies stimulates students to debate and compare the issues dealt with with the aim of developing a critical judgment ability. Ability that is further stimulated through the classroom debate aimed at analyzing the marketing strategies implemented by companies, starting from the analysis of demand (actual and potential), products, brands and competitors.

Communication skills: The ability to communicate what has been learned is stimulated both through debate and discussion with testimonials and through the presentation in the classroom of in-depth analyzes carried out by students on the stimulus of the teacher, with respect to the strategies, operations or tactics implemented by companies in different economic sectors.

Learning skills: The in-depth studies (point 4) as well as the case studies require a part of the work carried out independently by the student. Their development involves reading the theoretical concepts of the manual and their subsequent practical implementation.

Those students that have not studied marketing during their bachelor degree are invited to carefully read parts I, II and IV + chapters 14 and 15 of the textobook.

The course is divided into three parts:

I part: Marketing basic concepts
- The firm and the market: role and tasks of marketing management
- The firm and the environment

II part: Strategic marketing
- Supply and demand analysis
- Consumer purchasing behavior
- Segmentation, target and positioning
- Attractiveness and competitiveness analysis

III part: Focus on topics of strategic interest

Mattiacci A., Pastore A. (2021) Marketing, Hoepli (parti III, V, VI, VII)
Nosi C. (2019) Consumer journey. Gestire strategicamente la consumer experience per competere, Franco Angeli

One out of the following two articles (classroom):
A. Grieco, C., & Palagonia, C. (2024). Delving into the behaviour of sharing economy consumers: a literature review. Journal of Consumer Marketing
B. Cammarota, A., D'Arco, M., Marino, V., & Resciniti, R. (2023). Brand activism: A literature review and future research agenda. International Journal of Consumer Studies, 47(5), 1669-1691.

The course will include:

Traditional lessons: focused on marketing theory and its main tools;
Operation: exercises, best practice analysis, case studies and presentations;
Practitioners: marketing managers involved to illustrate the practical application of the discipline.

Attending is not mandatory, however, those students who want to do the exam as attending students are warmyl invited to attend all the lessons, plus project work is mandatory.

NON attending students
Written test (up to 15 points) multiple choice questions and (up to 15 points) open questions
Oral exam (not mandatory) (up to 3 points - added or subtracted)

Attending students
Written tests (up to 27 points): multiple choice questions and open questions
Project work (up to 4 points)

Multiple-choice questions covers the entire program. Open questions can be foced on the articles. In the exam for attending students, open questions can be focused on a case study.