Principles of Marketing
Prof. Fabrizio MOSCA
mosca@econ.unito.it
Prof.ssa CASALEGNO
Part one
Principles of Marketing
- What is marketing: needs, wants and demand.
- The marketing environment: company’s microenving and the other company’s functions.
- Marketing challenges.
Strategic marketing planning
- The planning process.
- Marketing within strategic planning: corporate, business unit, business functions.
- SWOT analysis.
- Portfolio analysis – two models: Boston Consulting Group e General Electric.
Marketing strategies
- From corporate to marketing strategy.
- Market-leader strategies.
- Market-challenger strategies.
- Market-follower strategies.
- Market-nicher strategies.
Relationship with the market
- Consumer buyer behaviour.
- Business-to-business marketing.
- Market information and marketing research.
Core strategy
- Market segmentation.
- Market targeting.
- Positioning.
- Creating competitive advantage.
Part two:
The marketing mix
- Product decisions: brands, products, packaging and support services.
- New product development and product life-cycle strategies.
- Pricing considerations and approaches.
- Pricing strategies.
- Managing marketing channels: the nature of distribution channels, channel management
decisions.
- Promotion: integrated marketing communication strategy, mass communications, personal
selling and sales management.
- Direct and online marketing: the new marketing model.
Part three:
Cases
All the marketing principles presented in part one and part two will be discussed in the class using the case method. The students will be able to discuss and present successful case studies during the lessons. Selection of Case studies: NIKE – BOO.COM – KITKAT – EURO TABACCO – NESTLE’ – ALBUMART.COM – UNILEVER – PROCTER & GAMBLE – COFEE MATE –
WALLY YACHT – SONY/MICROSOFT (PS2 vs XBOX) – COLGATE – EASYJET – FIAT DOBLO – WALMART – PRINGLES – DELL COMPUTERS – DO.CO.MO. – SOUTHWEST AIRLINES.
Text:
P.KOTLER, G. ARMSTRONG, J.SAUNDERS,V.WONG, Principles of Marketing, Prentice Hall, Third Europena Edition, 2002.
P. KOTLER, Marketing Management, Prentice Hall; 8th edition (January 1994).
2nd edition (May 19, 2003).
G. PELLICELLI, Il Marketing, UTET, Torino, 1999, seconda edizione.
AA.VV., Casi di Marketing, G.Giappichelli Ed., Torino, 2002.
January 24th – 28th: Prof Yuping Li from RMIT University – Australia