20828 - BUSINESS AND MARKETING PLAN WORKSHOP
Department of Marketing
Course taught in English
Go to class group/s: 26
Course Director:
CRISTIAN CHIZZOLI
CRISTIAN CHIZZOLI
Mission & Content Summary
MISSION
The course is designed to equip students with an in-depth understanding of the intricacies of business and marketing planning. The course employs a dynamic blend of lectures, case studies, guest lectures, and team projects to facilitate learning.
Participants will gain hands-on experience in crafting a marketing plan for an existing product or brand, with a specific focus on enhancing its Environmental, Social, and Governance (ESG) performance. The course emphasizes the importance of marketing strategies and their articulation through a meticulously structured marketing plan.
Recognizing that the vitality, growth, and sustainability of any business, not just start-ups, are fundamentally tied to their ability to devise effective marketing strategies, the course underscores the necessity for these strategies to be economically viable, financially sound, and increasingly, environmentally friendly and socially responsible. This holistic approach ensures that the marketing strategies of today are equipped to meet the challenges of tomorrow.
CONTENT SUMMARY
The course will cover the following main topics:
- Introduction to Business and Marketing Planning
- The business plan: why, what, and how
- The key role of marketing
- The marketing plan
- External audit: demand and competition analysis
- Internal audit: positioning and performance analysis
- Strategic goals and SWOT analysis
- Marketing actions and budgeting
Intended Learning Outcomes (ILO)
KNOWLEDGE AND UNDERSTANDING
At the end of the course student will be able to...
- Recognize the importance of strategic planning
- Define the concepts of business and marketing plan
- Describe the key role of marketing
- Explain the main contents of a business and a marketing plan
APPLYING KNOWLEDGE AND UNDERSTANDING
At the end of the course student will be able to...
- Analyze the market demand and evaluate its potential
- Design an effective, innovative, and differentiated customer-based value proposition
- Prepare and present a marketing plan
- Discuss and assess the quality of a marketing plan from a potential investor's perspective
Teaching methods
- Guest speaker's talks (in class or in distance)
- Practical Exercises
- Collaborative Works / Assignments
DETAILS
The course will have a highly interactive class. Besides traditional face-to-face lectures, it will be developed with:
- in-class exercises: for applying analytical tools
- case study discussion: to exercise in finding the relevant data and making sense of complex problems.
- guest speakers: Professionals who share insights and engage in discussions on the perspectives of Environmental, Social, and Governance (ESG) factors
- group project activities: to practice the development and discussion of a real business and marketing plan.
Assessment methods
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ATTENDING STUDENTS
For attending students, the evaluation (pass or fail) will be determined by
- a group assignment: this assignment involves the development of a marketing plan for a specific product or brand, which will be presented in class during the last session of the course;
- a written exam, made of a mix of closed and short-open questions.
NOT ATTENDING STUDENTS
For non-attending students, the evaluation (pass/fail) will be solely based on a written, closed-book exam that will consist of a combination of multiple-choice and essay questions that cover the topics discussed during the course.
Teaching materials
ATTENDING STUDENTS
Slides of the course
NOT ATTENDING STUDENTS
- Slides of the course
- Readings available on Blackboard
Last change 17/04/2024 10:42