Strategic marketing and marketing strategy: definition and main trends; market understanding and representation; the sequence segmenting-targeting-positioning; marketing interaction and networks; introduction to brand and branding; competition and competitive marketing; strategic negotiation strategica; introduction to media and communication. Project works.
1) Cravens D.W., Piercy N.F. (2013), Strategic Marketing, Tenth Edition, McGraw-Hill Higher Education (tutto il libro escluse le seguenti parti: Preface; 2A. Appendix: Financial Analysis for Marketing Planning and Control; 4.Strategic Customer Management: Systems, Ethics, and Social Responsibility; VI. Comprehensive Cases)
2) Yankelovich D., Meer, D. (2010), Rediscovering Market Segmentation, Harvard Business Publishing.
3) Hair, Harrison, Aijan (2022), Essentials of Marketing Analytichs, chapter 1, Introduction to Marketing Analytics.
4) Walker O., Mullins J. (2014), Marketing Strategy: a decision-focused approach, Eighth Edition, McGraw-Hill Higher Education (Solo le seguenti parti: 4. Understanding Market Opportunity; 5. Measuring Market Opportunities: Forecasting and Market Knowledge; 6. Targeting Attractive Market Segments; Differentiation and Brand Positioning)
5) Lewicki R.J., Barry B., Sauders D.M. (2016), Essentials of Negotiation, Sixth Edition, McGraw-Hill Higher Education (Solo le seguenti parti: 1.The Nature of Negotiation; 2.Strategy and Tactics of Distributive Bargaining; 3.Strategy and Tactics of Integrative Negotiation; 4.Negotiation: Strategy and Planning)
The first text (Cravens and Piercy, 2013, ISBN-13: 9781307125955, parts to study about 430 pages) can be found in this way as an e-book: https://www.vitalsource.com/en-uk/products/ strategic-marketing-cravens-david-v9780077170752
Other links to find this e-book:
e-book:
https://www.vitalsource.com/en-uk/products/strategic-marketing-cravens-david-v9780077170752
come usato:
https://www.abebooks.com/servlet/SearchResults?isbn=9780071326230&n=100121503&cm_sp=mbc-_-ISBN-_-used
su amazon:
https://www.amazon.co.uk/Strategic-Marketing-David-Cravens/dp/0071326235
altre ricerche:
https://www.directtextbook.com/isbn/9780071326230
The other four texts are available in a single e-book (edited by Guercini, 2021, about 270 pages) entitled "Strategic Marketing Issues", published by McGraw-Hill (ISBN: 9781307747850), at the following links:
https://www.directtextbook.com/isbn/9780071326230
https://www.mheducation.com/highered/custom/product/9781307754421.html
In place of books, attending students who participate in project work activities with the sponsoring companies of the course can accrue the evaluation, as well as on the results of the exercises themselves, on the materials provided by the instructor
Learning Objectives
The course deals with the themes of strategic marketing, in a specialist way. It focuses on the concept, the contents, the evolutionary dynamics of strategic marketing, addressing in detail specific areas of analysis including, the strategic representation of the market, marketing interactions, introduction to the brand and branding, strategic negotiation.
Prerequisites
Management / Business
Economics, Marketing (basic / Introduction to Marketing)
Teaching Methods
Class meetings, Seminars
Further information
Lecturer's e-mail: simone.guercini@unifi.it
To meet the lecturer see his web page at www.economia.unifi.it
Type of Assessment
Oral exam, Assignments (two project works reserved for attending students, which replace part of the textbooks)
Course program
1. Introduction to strategic marketing and new trends
- strategic marketing and marketing strategy
- trends in the marketing environment
- archetypes for the representation of the market
- new technologies for marketing and artificial intelligence
- culture-free marketing and culture-bound marketing
- growing role of marketing networks
- storytelling marketing, influence processes, brand power bases
2. Strategic representation of the market
- market knowledge and market understanding
- the segmentation-targeting-positioning (STP) paradigm
- strategic marketing planning
- managerial marketing and entrepreneurial marketing
- heuristics and adaptive behavior in strategic marketing
3. Competitive Marketing and Influence Processes
- competition as a specific form of interaction
- the evolution of the concept of competition: economic and economic-industrial approaches, of Strategic Management and Marketing Management, typical of the resource-based view
- forms of competition and intersectoral convergence
- evolution of the concept of influence and influencer
4. Collaborative Marketing and Marketing Networks
- network economics and network models for strategic marketing
- strategic marketing in industrial markets
- metaphors for the representation of the business market
- buyer-supplier interaction - activities, resources, actors
- business network analysis - strategic management in the business network
- strategic management in the business relationship
5. Introduction to brand and communication
- brand concept and the brand as a technical model
- brand formation: the branding process
- forms of communication, communication levers and integrated marketing communication
- communication methods and process, communication budget and planning
- optional insights: evaluate the effectiveness of communication, the regulation of communication
6. Strategic negotiation
- negotiated as a strategic marketing activity
- types of negotiation and negotiation activities
- a structural model for the analysis of the negotiation
- negotiation strategies
Project work (only for attending students)
The attendance of the classes allows to replace textbooks with handouts provided by the teacher. The project works are individual and group works carried out on real cases proposed by companies and allow attending students to tackle topics of the course in an alternative way to the preparation on parts of textbooks