Dirección de Marketing III (18BBA20007)

General information

Type:	OB	Curs:	3	Period:	S semester
ECTS Credits:	3 ECTS

Teaching Staff:

Group	Teacher	Department	Language
Sec: A	Ivana Casaburi	Marketing	CAT

Group	Teacher	Department	Language
Sec: B	Ivana Casaburi	Marketing	ESP

Group	Teacher	Department	Language
Sec: C	Ivana Casaburi	Marketing	CAT

Successfully having passed Marketing Management I and II

Workload distribution:

Independent study: 80 hours

Lectures: 70%
Participatory sessions: 30%

Marketing is one of the most complex corporate functional areas and, in an ever-changing environment, it requires acquiring knowledge that influences how we carry out this function as well as developing a wide range of executive competencies and skills. To analyse markets, plan strategies and make decisions in marketing, it also requires other knowledge and competencies such as the ability to justify a decision and persuade others.

While Marketing I introduced the discipline¿s conceptual and analytical foundations and Marketing II provided a more in-depth knowledge of marketing strategies, Marketing III will focus on the key trends that have a direct impact on the marketing decision-making process.

Complementarily (though integrated throughout the class), faculty will help students to develop their argumentation and persuasion skills, one of the fundamental competencies marketing professionals need but which is also important for any other business function.

To successfully complete this subject, students should:
- Acquire a global vision of key market trends
- Comprehend the consequences that these trends have when carrying out the marketing function
- Know and be able to compare how a group of companies have responded to these trends
- Understand the need for marketing professionals to explore these and other future trends to thus adapt to the ever-changing environment
- Develop the ability to justify a decision and persuade the corresponding target audience.

18. Teamwork and collaboration

3. Taking decisions / making judgments

1. Knowledge acquisition, comprehension and structuring

1. Value-creation for consumers in ever-changing environments Introduction and methodology - Argumentation and persuasion techniques - How to maintain value for consumers in an ever-changing world - Trends in managing social utility goods from the Marketing perspective

2. Global marketing International market management - Changes in the Marketing decision-making process in companies operating in global markets - How to manage brand portfolios in global markets: the dilemma between local and global brands

3. Marketing in the digital era Key changes in the Marketing function in the digital era - The digital era and decision-making in Marketing - The opportunities and challenges of introducing Artificial Intelligence (AI) in Marketing decision-making processes - Examples of new business models in the digital era

4. Marketing in the innovation context Innovation and Marketing: only to launch new products? - Blue oceans: exclusively for technological innovations? How can we contribute from the Marketing realm? - Virtual reality solutions as an example of innovations

ASSESSMENT BREAKDOWN

Readings, presentations, multimedia material and bibliography (available on Moodle)

Group	Teacher	Department
Sec: A	Ivana Casaburi	Marketing

Group	Teacher	Department
Sec: B	Ivana Casaburi	Marketing

Group	Teacher	Department
Sec: C	Ivana Casaburi	Marketing