ALMA MATER STUDIORUM - UNIVERSITA’ DEGLI STUDI DI BOLOGNA School of Economics and Management Marketing A.A. 2023/2024 Course Syllabus This syllabus describes the course organization and the policies for this course. Please read it carefully. 1 2 Contact Information and Office Hours Instructor (M1): Office: Telephone: Email: Office Hours: Chiara Orsingher Department of Management – Via Capo di Lucca, 34, 40126 Bologna +39-0512098061 chiara.orsingher@unibo.it Fridays 15:00 pm – 16: 00 pm Instructor (M2): Office: Telephone: Email: Office Hours: Gabriele Pizzi Department of Management – Via Capo di Lucca, 34, 40126 Bologna +39-0512098087 gabriele.pizzi@unibo.it Thursdays 9:30 am – 10:30 am Course Objectives - At the end of the course students are able to understand and use the main variable, theories and tools of marketing management. After discussing some main theoretical frameworks at the end of the course students will be able to apply them to the real company and market contest. Students are able to analyze behavior and after sale behavior of costumers, to segment the market, to define a marketing plan and decide the main section of marketing mix such as product and brand management, pricing, distribution channels and communication. The first part of the course introduces the role of marketing within companies and organizations and focuses on analyzing customers' needs and behaviors both at the consumer and organization level, developing segmentation and positioning strategies. One of the purposes of this first part is to familiarize students with the fundamentals of marketing research, that is developing research questions, analyzing data and drawing inferences, with a view to making better business decisions. It will provide the conceptual framework and improve the analytical and creative skills that are necessary to define and develop superior value, profitably deliver it to a carefully selected target market, and sustain both the value and the profitability in the face of ever-changing customer needs and competitive offerings. The second part focuses on marketing decision making and customer relationship management. Students will discuss how a product can be launched and managed and how a marketing strategy can be implemented through distribution decisions, sales force management, pricing decisions, communication decisions. 3 Course Material Readings Marketing Management (Fourth Edition) – Winer R.S., Dhar R. – Pearson. (2014) Lecture notes Attending class, taking notes, and asking questions is the best way to learn. In class we will provide lots of examples that will be portrayed in the lecture notes. Furthermore, the course material is very detailed. For these reasons, the lecture notes that we are providing are not to be intended as a summary of the textbook and are not exhaustive for a sufficient preparation to the exam. Rather, the notes serve as an outline for the instructors for developing the concepts in each lecture. Lecture notes will be made available to students before each class on the Virtuale platform in .pdf format, so that students can bring a printed version of the slides to annotate them during class at their convenience. 4 Course Evaluation and Grading Though not compulsory, class attendance and participation in team-work assignments is strongly encouraged. Team-work assignments consist of: a) One intermediate short team-work project at the end of the first term: students will be asked to conduct a comparative analysis of two brands of their choice in terms of the customer and the competition (max 15 Power Point slides). Groups will be randomly extracted to present and discuss their reports in class on the assignment due date. b) One final team-work project at the end of the second term: students will be asked to build the perceptual maps of a set of brands of their choice (max 15 Power Point slides). NOTE: It is not permitted to withdraw from project works. After presenting the first project work, students must present also the second. Any withdrawal from project works will be assimilated to a non-sufficient evaluation (16 out of 30). Course evaluation will be different depending on the participation in team-work assignment, as detailed in the following: Students participating in team-work assignments: 50% final written exam 50% team-work assignment Students who do not participate in team-work assignments: 100% final written exam The evaluation criteria for the project work are the following: - Exhaustivity of the presentation - Ability to address the topic correctly - Presentation skills - Respect of the allotted time Final written exam Students can attend a mid-term exam (not compulsory) during the teaching break at the end of the first sub-cycle, and then the second mid-term exam at the end of the course. The grades of the two mid-term exams will be averaged to compute the “final written exam” grade. By School regulation, those who positively pass the first mid-term exam (i.e. grade greater or equal to 18), have the chance to take the second mid-term exam either in the January or February session. However, the second mid-term can be taken only once. Therefore, if a student does not pass the second mid-term exam (or opts for a re-take), s/he can attend only total exams from that moment on. The course material chapters on the topics discussed in the team-work assignments will be excluded from the exam program for those students who will participate in team-work assignments. The evaluation criteria for the final exam are the following: - Ability to answer correctly the questions - Quality of response/length of the response ratio Grading The test assessment grid is determined as follows: - < 18 insufficient - 18-23 sufficient - 24-27 average/good - 28-30 very good - 30 cum laude excellent/outstanding 5 1 2 3 4 5 6 Class Schedule Topic Date Introduction to the course Sept. 19 Market Structure and Competitor Analysis Analyzing Consumer Behavior1/2 Segmentation Analyzing Consumer Behavior 2/2 Market Research: Surveys + Interviews Market Research: Experiments + Qualtrics Sept. 21 Sept. 25 Sept. 26 Oct. 2 Oct. 3 7 Product and Branding Oct. 5 8 Guest Speaker Oct. 10 9 Project-work presentation Oct. 12 10 Project-work presentation Oct. 17 11 Communications and Advertising Nov. 7 12 Positioning Nov. 8 13 Pricing Nov. 14 14 Sales Promotion Nov.15 15 CRM (I) Nov. 21 16 CRM (II): Loyalty and Satisfaction Nov. 22 17 Distribution Channels Nov. 28 18 Mentoring Project Work Nov. 29 19 Project-work presentation Dec. 5 20 Project-work presentation Dec. 6 Time 13:00 16:00 16:00 19:00 16:00 19:00 Book Chapters ChO GP GP ChO 13:00 16:00 ChO 16:00 19:00 13:00 16:00 13:00 16:00 16:00 19:00 13:00 16:00 16:00 19:00 13:00 16:00 14:00 17:00 13:00 16:00 14:00 17:00 13:00 16:00 14:00 17:00 13:00 16:00 14:00 17:00 13:00 16:00 14:00 17:00 ChO Ch. 1,2 Ch. 6 Ch. 4 Ch. 4 GP GP GP ChO GP ChO GP ChO GP GP ChO ChO ChO GP GP ChO ChO GP ChO GP Ch. 3 Ch. 3 Ch. 7 TBD Ch. 10 Ch. 10 Ch. 9 Ch. 11 Ch. 14 Ch. 14 Ch. 13
