This postgraduate unit of study deeply analyzes strategic marketing and communication. The course presents the contents and the evolution of strategic marketing. It examines strategic marketing and segmentation evolution, strategic brand management, competition, innovation, fashion marketing, business and marketing communication.
Cravens D.W., Piercy N.F. (2013), Strategic Marketing, Tenth Edition, McGraw-Hill Higher Education (All the book the following parts excluded: Preface; 2A.Appendix: Financial Analysis for Marketing Planning and Control; 4.Strategic Customer Management: Systems, Ethics, and Social Responsibility; VI. Comprehensive Cases)
Lewicki R.J., Barry B., Sauders D.M. (2016), Essentials of Negotiation, Sixth Edition, McGraw-Hill Higher Education (Only the following parts: 1.The Nature of Negotiation; 2.Strategy and Tactics of Distributive Bargaining; 3.Strategy and Tactics of Integrative Negotiation; 4.Negotiation: Strategy and Planning)
Hair J.F., Celsi M.W., Ortinau D.J., Bush R.P. (2017), Essentials of Marketing Research, Fourth Edition, McGraw-Hill Higher Education(Only the following parts: 1. Marketing Research for Managerial Decision Making; 4. Exploratory and Observational Research Designs and Data Collection Approaches; 5. Descriptive and Causal Research Designs)
Belch G.E., Belch M.A. (2018), Advertising and Promotion: An Integrated Marketing Communications Perspective, 11th Edition, McGraw-Hill Higher Education(Only the following parts: 1.An Introduction to Integrated Marketing Communications; 5.The Communication Process; 7.Establishing Objectives and Budgeting for the Promotional Program)
An e-book titled "Strategic Marketing and Communication" containing the chapters of the above-mentioned books that constitute the reference texts can be purchased at the following link:
The aim of the course is to cover the specialized topic of strategic marketing and communications. It focuses on the concept, content, the evolutionary dynamics of strategic marketing, addressing in detail the specific areas of analysis including the evolution of the concept of strategic marketing and segmentation, strategic brand management, competition, innovation.
Economia e gestione delle imprese (Management and Business Economics), Marketing
Class meetings, Seminars
Lecturer's e-mail: firstname.lastname@example.org
To meet the lecturer see his web page at www.economia.unifi.it
Type of Assessment
Oral examination, Assignments (two project works for attendants, replacing parts of the textbooks)
Markets and new challenges
Markets and competitive spaces
Strategic market segmentation
Brand managementValue-chain strategy
Strategic marketing implementation and control
The nature of negotiation
Strategy and tactics of negotiation
Practices and relationships in negotation
Marketing research and managerial decision making
Exploratory, descriptive and casual research design
Online marketing research: netnography and text mining
Integrated marketing communications
Organizing for advertising and promotion
Source, message and channel
Objectives and budgeting for integrated marketing communication programs
Attendance allows to replace the texts with handouts provided by the instructor.
Project works are individual and group work realized on real cases proposed by businesses and allow the students to deal with the subject of the course in an alternative manner to the preparation of parts of textbooks.