STRATEGIC AND OPERATIONAL MARKETING

Single discipline educational activity

Course Sheet

Academic Year of enrolment:

2020/2021

Type of Course:

Characterising

Optional/Mandatory:

Compulsory

Degree:

Master's Degree Programme in BUSINESS ADMINISTRATION

Location:

SASSARI

Disciplinary Sector:

Corporate Finance

Language:

Italian

Credits:

Programme Year:

Professor and Collaborators:

PORCHEDDU Daniele

Hours of classroom activity:

Prerequisites:

None.

AF code:

A001002

Assessment Methods

Verification of learning:

The exam can be taken in 2 mid exams or 1 full exam; in all the cases, these are written examination tests. Each mid exam lasts 30 minutes and contains a total of 30 questions (20 multiple choice questions, 5 short-answer questions and 5 numerical exercises). Each exact response is assigned a score of 1/30. In case of an incorrect answer no penalty will be applied. The final mark of the exam is obtained as a simple arithmetic average of the number of correct answers obtained in the two mid term exams.
The full exam lasts 60 minutes. The full exam consists of 2 parts. Each part contains a total of 30 questions (20 multiple choice questions, 5 short-answer questions and 5 numerical exercises). Each exact response is assigned a score of 1/30. In case of an incorrect answer no penalty will be applied. The final mark of the full exam is obtained as a simple arithmetic average of the number of correct answers obtained in the two parts of the exam. According to current legislation, students with disabilities or learning disorders will have, on request, more time available for the test.

Distance exam modality - COVID-19 period: Written test to be carried out on MOODLE (https://edisea.uniss.it) with visualization of the student through the use of Microsoft Teams throughout the examination. The exam is structured in 2 partial written tests (PART A + PART B). Each partial test lasts 30 minutes and contains a total of 30 questions (20 multiple choice, 5 short open answer and 5 short numerical exercises). Each exact question is given a score of 1/30. In case of wrong answer (or no answer) no penalty will be applied. Students who have passed the mid-term test can take only the test relating to PART B. The final grade of the exam is obtained as a simple arithmetic average of the number of correct answers achieved in the two partial written tests. According to current legislation, students with disabilities or learning disorders will have, on request, more time available for the test.

Teaching period

First semester

Objectives

We will explore the theory and applications of marketing concepts through a mix of cases, discussions, business games, lectures and workgroups. We will draw and discuss materials from a variety of sources and settings including consumer and business-to-business products.
By the end of this course, the student should have acquired the following knowledge and skills
(1) Knowledge and understanding: to know the steps of the strategic marketing process; to know the fundamental tactical tools of the operational marketing; to understand how strategic marketing interfaces with operational marketing and with the firm’s other major functions.
(2) Applying knowledge and understanding: to formulate effective and consistent marketing strategies with organizational objectives; to interpret the logic and aims of real marketing strategies undertaken by companies.
(3) Making judgements: to assess market opportunities by analyzing customers, competitors, collaborators, context, and the strengths and weaknesses of a company.
(4) Communication skills: through group works related to marketing cases assigned by the instructor, the course includes specific activities aimed at developing the student's communication skills; in particular, each student will be called upon to expose to the class a part of the group work he/she has been working on.
(5) Learning skills: at the end of the course, the student is expected to have the ability to learn to further deepen, in autonomy and/or in the context of advanced specialist courses, the complex discipline of Marketing.

Contents

a) The marketing concept; b) The marketing orientation concept; c) Changes affecting the macro environment of marketing: The impact of globalization, emerging values and issues ; d) Customers’ needs analysis; e) The customer purchase behaviour; f) Micro & macro-segmentation analysis; g) Market attractiveness analysis; h) Company competitiveness analysis; i) Product positioning; l) Formulating a marketing strategy; m) Implementing operational marketing (new product decisions; brand management; distribution channel decisions; pricing decisions; communication decisions).

Recommended Bibliography

- J-J. Lambin, Market-driven management. Marketing strategico e operativo, 8th ed., McGraw-Hill, Milano, 2021.
- Supplementary teaching materials - such as papers and exercises - will be made available by the instructor via the course website by registering at https://edisea.uniss.it

Methods of Provision

Conventional

Teaching Methods

Lectures with the use of a computer, power point presentations, and blackboard. Classroom exercises aimed at applying the contents of the lessons. Seminars for in-depth study on topics of particular interest. Workgroups in which, for groups composed of 5 students, significant cases of marketing studies will be dealt with.

Contacts/More Information

1. Office hours for students: on Tuesday from 8:30 a.m. till 10:30 a.m. at the Department of Economics and Business (DiSEA) (in Via Muroni, 25, Second floor, Room 21).
2. Teaching materials and bibliographic references also in English. The coursebook in English is: J-J. Lambin and I. Schuiling, Market-driven management. Strategic and operational marketing, Palgrave – Macmillan, London (UK), 2012 (3rd edition), ISBN: 9780230276024.
3. Contacts: e-mail daniele@uniss.it - office +39 079 213024

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STRATEGIC AND OPERATIONAL MARKETING