Catalogo dei Corsi di studio

 
MARKETING PLANNING AND OPERATIONAL
9 CFU
II-year Master’s degree in Organization and marketing for business communication


1.1 Object
The aim of the course is to equip the students with the knowledge necessary to analyze and understand consumer markets and to know how to conceive, define and draw up a complete marketing project. Ultimately, the course aims to make each student acquire the theoretical and practical knowledge necessary to dominate marketing methodology.
The marketing plan is drawn up on the basis of an original case history on which a national competition among university students is based: the Prize for the University of the Italian Marketing Society (www.premiomarketing.com). Participation in this competition is highly motivating for students and at the same time allows you to work on a real and significant market case, selected and drafted by the Italian scientific society of the discipline -which guarantees the high-quality level of the reference teaching case.


1.2 Specific Object
1.2.1 Knowledge and understanding
Students will consolidate their knowledge of marketing basics, enriching it with further theoretical elements (e.g. the paradigm change induced by digitization). Any student will acquire the knowledge and skills necessary to create a complete Marketing Plan, write it and present it, simulating a real case in all.
These objectives are accurately reflected in the bipartition of the course in two great moments: the first, aimed at consolidating and aligning the knowledge of the learners; the second, to the guided application of the planning method.
Great care, throughout the course, is given to the acquisition of the technical language of the discipline and the rigorous application of the working method.

1.2.2 Applying knowledge and understanding
It is the main purpose of the course.
After consolidating and enriching their knowledge base on the basics of the discipline, the student is guided to concretely apply what has been learned. He will then know in detail: setting up a relevant market analysis structure, extracting the relevant competitive conclusions, setting a strategy on them and articulating them in terms of time and operation. After all, the student will be able to draw up the economic budget of the necessary activities.

1.2.3 Making judgements
The field activity students will carry out during the course and the constant confrontation in the classroom with the teacher and his collaborators of teaching, well answer the ultimate purpose of providing the student with an independent judgment, based on data and facts.

1.2.4 Communication skills
Public speaking moments will be organized to make students able to present their work with the support of slides and any product analysis reports.
The teacher will dedicate a training session to public speaking and to the ability to write support materials.

1.2.5 Learning skills
The main information resources on markets are introduced (official data sources, specialized websites and / or focused on marketing, etc.) and, at the end of the course, the best ways to undertake higher-level studies on marketing will be detailed

Programme

The course is divided into two parts.

The first part (Marketing Principles) is ideally weighted for three credits (8 lessons, 24 hours).
It takes place in frontal lessons and aims to align the classroom's knowledge on the fundamentals of marketing management:

- the evolution of scenario (1 lesson)
- fundamental economics (1 lesson)
- the evolution of marketing (1 lesson)
- production, distribution, consumption (1 lesson)
- consumption and consumers (1 lesson)
- the value (1 lesson)
- the product offering (1 lesson)
- self-assessment test (1 lesson)

At the end of the first part of the course, there will be a written test of self-assessment. The knowledge of basic marketing is evaluated, basing on a test with closed questions (multiple choice) and open. The test is not valid for the final exam and aims to make each student aware of his own knowledge of the subject.


The second part (Marketing Analysis and Planning) is ideally weighted for six credits (16 lessons, 48 hours).
It is carried out in mixed mode, mainly through assisted group work and aims to teach the marketing planning and programming methodology.

Theoretical lessons:

- the marketing process and the plan structure (1 lesson)
- analysis: relevant exogenous scenario and competitive environment (1 lesson)
- the metrics of planning (1 lesson)
- data, sources, methodologies (1 lesson)
- the strategic matrices (1 lesson)
- the budget (1 lesson)
- the words of the new marketing (1 lesson)
- the 4A model (1 lesson)
- the new communication scenario (1 lesson)


Classroom presentations in the classroom:

- consumer analysis and the competition map (2 lessons)
- from analysis to the Swot matrix (2 lessons)


Lessons-tutor:
- the definition of the strategy (1 lesson)
- the product offering (1 lesson)
- the operations plan (1 lesson)

Adopted texts

Given the program distinction, the reference texts for the final exam differ depending on the status chosen by the student.
The texts indicated are in Italian. Foreign students who prefer to work on texts in English must contact the teacher to define them.



Attending Students:

Studenti frequentanti

- Dispense sulla case history del Premio Marketing SIM (www.premiomarketing.com) e altre distribuite a lezione

Mattiacci A., Pastore A. (2021, 2^ edizione) Marketing Il management orientato al mercato, Hoepli



Not attending students:

Mattiacci A., Pastore A. (2021, 2^ edizione) Marketing Il management orientato al mercato, Hoepli Parti V, VI e VII
si da per acquisita la piena conoscenza dei concetti di base del marketing

Kotler et al. (2017) Marketing 4.0, Hoepli Milano
Ricotta F. (2020) Il marketing nell'era dell'iperconnessione, Pearson, Milano

Prerequisites

The course requires basic knowledge on business economics and marketing management. It is essential to be aware of the following concepts: - business model - management choices system (strategy and operation) - system of accounts and metrics - market and consumer - marketing process The possession of basic knowledge of political economy, in particular in microeconomics, is also desirable.

Study modes

The course takes place according to the following methods: - frontal lessons - video projection in the classroom - thematic seminars with the presence of corporate testimonials - group and field work The lectures are preponderant in the first part of the course and are intended to align the class on the knowledge necessary to address the second part of the course, more practical and based on a group and field work, coordinated by the teacher with the help of a teaching tutor. The projection of video in the classroom serves to make understand, with the aid of the power of the images, some basic concepts and increase awareness in the students. The thematic seminars provide background knowledge and present marketing frontiers that are useful for better group work. The group work consists in the drafting of a competitive project work based on the Marketing Prize of the Italian Marketing Society (www.premiomarketing.com). Considering the Covid-19 emergency and to the evolution of government provisions and health authorities, the course or its parts may also be carried out remotely or in a mixed-mode (in the presence and at a distance), however ensuring, on occasions in presence, compliance with safety standards.

Exam modes

The exam is held in mixed mode and distinguishes between attending and non-attending students.


Students Attending the Class:

-evaluation of the project work.
Students must prepare a project report that will be evaluated by the teacher on the basis of the following parameters:
technical quality of the project: application of the theoretical concepts, correct language, completeness
certified presence in the tutoring sessions and other activities indicated during the lessons
commitment, application of the indications received, continuous improvement, originality

Exam reservation date start	Exam reservation date end	Exam date
02/03/2021	05/01/2022	12/01/2022
02/03/2021	05/01/2022	12/01/2022
01/01/2022	22/01/2022	27/01/2022
01/01/2022	22/01/2022	27/01/2022
20/01/2022	06/02/2022	10/02/2022
20/01/2022	06/02/2022	10/02/2022
01/04/2022	10/04/2022	21/04/2022
01/04/2022	10/04/2022	21/04/2022
15/05/2022	25/05/2022	08/06/2022
15/05/2022	25/05/2022	08/06/2022
04/06/2022	14/06/2022	24/06/2022
04/06/2022	14/06/2022	24/06/2022
20/06/2022	30/06/2022	08/07/2022
20/06/2022	30/06/2022	08/07/2022
20/08/2022	03/09/2022	13/09/2022
10/09/2022	20/09/2022	03/10/2022
01/01/2023	10/01/2023	12/01/2023

Programme

The course is divided into two parts.

The first part (Marketing Principles) is ideally weighted for three credits (8 lessons, 24 hours).
It takes place in frontal lessons and aims to align the classroom's knowledge on the fundamentals of marketing management:

- the evolution of scenario (1 lesson)
- fundamental economics (1 lesson)
- the evolution of marketing (1 lesson)
- production, distribution, consumption (1 lesson)
- consumption and consumers (1 lesson)
- the value (1 lesson)
- the product offering (1 lesson)
- self-assessment test (1 lesson)

At the end of the first part of the course, there will be a written test of self-assessment. The knowledge of basic marketing is evaluated, basing on a test with closed questions (multiple choice) and open. The test is not valid for the final exam and aims to make each student aware of his own knowledge of the subject.


The second part (Marketing Analysis and Planning) is ideally weighted for six credits (16 lessons, 48 hours).
It is carried out in mixed mode, mainly through assisted group work and aims to teach the marketing planning and programming methodology.

Theoretical lessons:

- the marketing process and the plan structure (1 lesson)
- analysis: relevant exogenous scenario and competitive environment (1 lesson)
- the metrics of planning (1 lesson)
- data, sources, methodologies (1 lesson)
- the strategic matrices (1 lesson)
- the budget (1 lesson)
- the words of the new marketing (1 lesson)
- the 4A model (1 lesson)
- the new communication scenario (1 lesson)


Classroom presentations in the classroom:

- consumer analysis and the competition map (2 lessons)
- from analysis to the Swot matrix (2 lessons)


Lessons-tutor:
- the definition of the strategy (1 lesson)
- the product offering (1 lesson)
- the operations plan (1 lesson)

Adopted texts

Given the program distinction, the reference texts for the final exam differ depending on the status chosen by the student.
The texts indicated are in Italian. Foreign students who prefer to work on texts in English must contact the teacher to define them.



Attending Students:

Studenti frequentanti

- Dispense sulla case history del Premio Marketing SIM (www.premiomarketing.com) e altre distribuite a lezione

TO BE DEFINED



Not attending students:

TO BE DEFINED

Prerequisites

The course requires basic knowledge on business economics and marketing management. It is essential to be aware of the following concepts: - business model - management choices system (strategy and operation) - system of accounts and metrics - market and consumer - marketing process The possession of basic knowledge of political economy, in particular in microeconomics, is also desirable.  

Study modes

The course takes place according to the following methods: - frontal lessons - video projection in the classroom - thematic seminars with the presence of corporate testimonials - group and field work The lectures are preponderant in the first part of the course and are intended to align the class on the knowledge necessary to address the second part of the course, more practical and based on a group and field work, coordinated by the teacher with the help of a teaching tutor. The projection of video in the classroom serves to make understand, with the aid of the power of the images, some basic concepts and increase awareness in the students. The thematic seminars provide background knowledge and present marketing frontiers that are useful for better group work. The group work consists in the drafting of a competitive project work based on the Marketing Prize of the Italian Marketing Society (www.premiomarketing.com). Considering the Covid-19 emergency and to the evolution of government provisions and health authorities, the course or its parts may also be carried out remotely or in a mixed-mode (in the presence and at a distance), however ensuring, on occasions in presence, compliance with safety standards.

Exam modes

The exam is held in mixed mode and distinguishes between attending and non-attending students.


Students Attending the Class:

- (up to 20 points) evaluation of the project work.
Students must prepare a project report that will be evaluated by the teacher on the basis of the following parameters:
(up to 10 points) technical quality of the project: application of the theoretical concepts, correct language, completeness
(up to 5 points) certified presence in the tutoring sessions and other activities indicated during the lessons
(up to 5 points) commitment, application of the indications received, continuous improvement, originality

Exam reservation date start	Exam reservation date end	Exam date
02/03/2021	05/01/2022	12/01/2022
02/03/2021	05/01/2022	12/01/2022
01/01/2022	22/01/2022	27/01/2022
01/01/2022	22/01/2022	27/01/2022
20/01/2022	06/02/2022	10/02/2022
20/01/2022	06/02/2022	10/02/2022
01/04/2022	10/04/2022	21/04/2022
01/04/2022	10/04/2022	21/04/2022
15/05/2022	25/05/2022	08/06/2022
15/05/2022	25/05/2022	08/06/2022
04/06/2022	14/06/2022	24/06/2022
04/06/2022	14/06/2022	24/06/2022
20/06/2022	30/06/2022	08/07/2022
20/06/2022	30/06/2022	08/07/2022
20/08/2022	03/09/2022	13/09/2022
10/09/2022	20/09/2022	03/10/2022
01/01/2023	10/01/2023	12/01/2023

Programme

The purpose of the course is to provide students to study how to analyze and understand market dynamics and how to design, define and draft a comprehensive marketing plan. Ultimately, the course aims to make each student acquire the theoretical and practical knowledge necessary to master the method that characterizes the contemporary market management, both strategically and operationally.

Adopted texts

Mattiacci A., Pastore A. (2021). Marketing. Il management orientato al mercato. Hoepli
Slides


Studenti che presentano il PW

Dispense sulla case history del Premio Marketing SIM (www.premiomarketing.com) e altre distribuite a lezione

Mattiacci A., Pastore A. (2021, 2^ edizione) Marketing Il management orientato al mercato, Hoepli Parti V, VI e VII
si da per acquisita la piena conoscenza dei concetti di base del marketing


Studenti che non presentano il PW

Mattiacci A., Pastore A. (2021, 2^ edizione) Marketing Il management orientato al mercato, Hoepli Parti V, VI e VII
si da per acquisita la piena conoscenza dei concetti di base del marketing

Kotler et al. (2017) Marketing 4.0, Hoepli Milano
Ricotta F. (2020) Il marketing nell'era dell'iperconnessione, Pearson, Milano

Bibliography

Additional documentation and suggested readings will be provided during the course of the lectures. Studenti che presentano il PW Dispense sulla case history del Premio Marketing SIM (www.premiomarketing.com) e altre distribuite a lezione Mattiacci A., Pastore A. (2021, 2^ edizione) Marketing Il management orientato al mercato, Hoepli Parti V, VI e VII si da per acquisita la piena conoscenza dei concetti di base del marketing Studenti che non presentano il PW Mattiacci A., Pastore A. (2021, 2^ edizione) Marketing Il management orientato al mercato, Hoepli Parti V, VI e VII si da per acquisita la piena conoscenza dei concetti di base del marketing Kotler et al. (2017) Marketing 4.0, Hoepli Milano Ricotta F. (2020) Il marketing nell'era dell'iperconnessione, Pearson, Milano

Prerequisites

Basic knowledge of marketing concepts

Study modes

The marketing plan is drawn up on the basis of an original case study. It is based on the University Prize of the Italian Marketing Society (www.premiomarketing.com), a national competition among university students. Participation in this competition is highly motivating for students and at the same time allows them to work on a real and significant market case, which guarantees the high quality level of the reference case study.

Exam modes

The activities related to the case study developed during the course and the constant discussion in the classroom with the teacher and his collaborators will be a fundamental part of the evaluation of the course, which also includes an integrative written test.
There will be moments of public speaking in which students will have to present to the class progress reports (SAL) with the support of slides and any analysis reports produced.

Exam reservation date start	Exam reservation date end	Exam date
10/12/2021	11/01/2022	12/01/2022
10/12/2021	25/01/2022	27/01/2022
10/12/2021	09/02/2022	10/02/2022
10/12/2021	10/04/2022	21/04/2022
10/12/2021	25/05/2022	08/06/2022
05/06/2022	20/06/2022	24/06/2022
05/06/2022	07/07/2022	08/07/2022
05/06/2022	12/09/2022	13/09/2022
05/06/2022	20/09/2022	03/10/2022
05/06/2022	10/01/2023	12/01/2023