Global Marketing: Analysis and Strategies (2235.YR.014740.1)

General information

Type:	OBL	Curs:	1	Period:	S semester
ECTS Credits:	3 ECTS

Teaching Staff:

Group	Teacher	Department	Language
Year 1	Ivana Casaburi	Marketing	ENG

Contributing to global marketing in today's changing environment requires acquiring a wide range of managerial skills and abilities as well as the necessary knowledge to be able to successfully influence the company's performance. It involves a cross-functional analysis where the marketing perspective is key for entering new international markets or managing the existing ones.
This course is designed with a specific methodology that will help students to get familiar with the marketing function understood as a business philosophy that maintains that the best way to reach company objectives is by satisfying consumer needs.
In today's changing environment designing, developing, implementing and monitoring marketing strategies requires both understanding the main challenges that companies are facing and acquiring the necessary knowledge about marketing strategies. In short, this course aims to master the marketing process from initial market analysis to strategic marketing design and implementation.

To successfully complete this subject, students must:

- Acquire a global vision of the main trends shaping the market and its environment
- Understand marketing as a business philosophy that maintains that the best way to reach company objectives is by satisfying consumer needs
- Master the marketing decision making process from initial market analysis to strategic marketing design and implementation.
- Review the marketing models and techniques and relate them to marketing practices.

1. Understanding the marketing function Understanding the market and their stakeholders . Introduction to the marketing decision-making process.

2. Capturing Value: the STP Model Segmentation, Targeting and Positioning

3. Branding in global markets Managing the brand portfolio in a global market: the dilemma between local and global brands

4. Delivery value: the marketing mix proposal The value proposition in a global context.

To achieve these objectives, the subject will have a fundamentally applied format, and student participation will be key. Participants are expected to participate actively in the lectures and study groups by studying and presenting views found in literature, posing questions during lectures and working actively on solving organizational problems during the study groups.

Executive guest speakers: In some sessions, we will have the opportunity to hear about the experiences of specific managers and companies. The aim is to learn about the analytical process and, in some cases, the company's specific response to the opportunities and challenges that new trends have posed to the international marketing function's performance.

Subject website: Before each session, participants will have to do the requisite readings and/or preparatory activities, which will be posted on the subject's Moodle site and listed on the syllabus.

Group work: Over the course of the subject, the groups will have to work on a real marketing challenge and prepare a report or/and a presentation to support their proposal.

ASSESSMENT BREAKDOWN

Readings, presentations, case studies, multimedia materials and bibliography (available on the Moodle site).

Group	Teacher	Department
Year 1	Ivana Casaburi	Marketing