Course 2010-2011 a.y.

Course Objectives

Advanced Marketing is a core course in International Management. The course examines how firms can gain and sustain competitive advantage in a global environment through specific marketing strategies. We focus on two kinds of strategies, first, strategies that create value from developing new marketspaces (e.g. new product introductions, hybrid products, and consumer goals), and second strategies for creating value from existing markets (e.g. customer relationship management, and developing a deep focus on existing, rather than new customers). A specific emphasis is put on pricing strategies. The course presents a tool-oriented approach to marketing in the global arena. The ultimate objective of marketing is to achieve and sustain competitive advantage by guiding marketing decisions. Most articles and case studies covered in this course involve firms facing important marketing decisions. The course provides theory and frameworks for making these decisions.

Course Content Summary

• Really New Products and Consumer Goals;
• Advanced market Segmentation and Positioning Strategies;
• Strategic Management of Customer Assets;
• Operational Marketing Challenges;
• Strategic Pricing.

Detailed Description of Assessment Methods

Attending students
The course grade is based on:

• written exam;
• group work and presentation on case vignette.

Non-attending students
The final grade is entirely based on a written exam.

Textbooks

For attending students

Cases and readings available in the Course Reserve (http://lib.unibocconi.it/)

For non-attending students

Kotler & Keller (2009). Marketing Management (13th edition). Pearson International Edition. New Jersey: Upper Saddle River.

Prerequisites

Attendants will benefit from having read an undergraduate marketing course, being familiar with the main strategies for markets segmentation, target marketing, and positioning, as well as the 4ps (product, price, place, promotion) of the marketing mix. Students who have not had prior exposure to a marketing course are kindly requested to contact the faculty member responsible for the course.

Course Objectives

The course aims at addressing the management of the interactions and relationships between firms and customers. That is, in fact, one of the most important topics in marketing. The most recent innovations are discussed, both from a theoretical and a practical point of view. This topic is addressed by paying attention to the particular features of the artistic and cultural marketing. In fact, since even these industries are involved in the typical economic evolutions of the business world, the managerial practices of interactions and relations with the market must be taken into account and rethought. The course aims at developing the professional competencies that are needed to manage the moment of interactions and relationships with the customer base.
In particular, the goals of the course are the following:

• To discuss the evolution of the market and the necessary evolution of the marketing strategies and policies;
• To propose models and tools to manage customers relationships.

Course Content Summary

In order to reach those goals, during the course we address the following contents:

• Interacting with customers: the consumption experience
• The economic evolution towards experiences and its impacts on the markets
• New approaches to market: investing in interacting and relating with the clients
• The management of the interactions: the experiential marketing
• The psychology of emotions
• The benefits of the managing of the consumption experience: Customer satisfaction
• Analysing, measuring and managing customer satisfaction
• The dynamic model of customer loyalty
• Customer Relationship Management processes
• Loyalty management: principles and managing tools
• The loyalty programs

Detailed Description of Assessment Methods

Students have to choose whether they take the exam as attending students or as non-attending students.

Attending students
For attending students, the final exam is constituted by:
- A field project;
- A written exam; its grading counts for 70% of the final grade;
- An oral exam will be possible and will count +/- 2 points.

Non attending students
For non-attending students, the final exam is constituted by:
- A written exam;
- An oral exam only for students who are willing to take it; its grading results will count +/- 2 points.

Textbooks

Attending students

• Soscia, I., Rurale, A., Miniero, G. Managing the interactions and relationships with customers, collection of readings.
• Slides (published on the learning platform)
• Case studies
• Testimonial materials

Non - Attending students

• Soscia, I., Rurale, A., Miniero, G. Managing the interactions and relationships with customers, collection of readings.
• Slides (published on the learning platform)
• Case studies
• Testimonial materials
• Prahalad C.K. Ramaswamy V., The future of competition. Co-creating  unique value with customers , 2004