Marketing Trends (2225.YR.006502.2)

General information

Type:	OBL	Curs:	4	Period:	S semester
ECTS Credits:	3 ECTS

Teaching Staff:

Group	Teacher	Department	Language
Year 4	Ivana Casaburi	Marketing	ENG

Successfully having passed Marketing Management I and II

Marketing Management and Strategic Marketing

Workload distribution:

Independent study: 80 hours

Lectures: 50%
Participatory sessions: 50%

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. In fact, analysing markets, planning strategies and making decisions in marketing also require other knowledge and competencies such as the ability to justify a decision and persuade others.

While Marketing I introduced students to 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.

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 - Global trends

2. Global marketing - International market management - 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

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

To achieve the course objectives, the methodology applied is fundamentally practical in nature, and student participation both inside and outside of class is key.

Classes: Faculty will combine theoretical content with its practical application, inviting guest executives to take part in some sessions. Before each session, students have to carry out the required readings and/or exercises to prepare. These are published on the course website on Moodle as well as the course syllabus.

Participatory sessions: Faculty will divide students into groups during the first session. Faculty will then explain the different group activities throughout the course as well as how the subject will proceed.

Course website: Students will find complementary material on the Moodle platform as well as the norms governing the subject and instructions on how to prepare for the different sessions. Student participation is fundamental both via the Moodle platform and in class.

Guest executives: In some sessions and for each of the four main subject blocks, we will have the opportunity to learn from the experience of guest executives and their companies. The aim is to gain insights on the analytical process and, in some cases, how these companies have responded to the different opportunities and challenges that new trends pose for Marketing.

Group assignments: Throughout the course, groups will have to reflect on the questions posed by faculty, answer these questions, research the topic and prepare a presentation explaining to the audience why their decision was the most appropriate option.

As with real case studies, there is never a single right or wrong answer, only well-reasoned arguments or poorly-founded ones. During the first session, students will receive information on effective reasoning and persuasive techniques used in the legal world, techniques which are key to successfully complete the group assignments.

ASSESSMENT BREAKDOWN

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

Group	Teacher	Department
Year 4	Ivana Casaburi	Marketing