Transcript Intro - WordPress.com

Advanced Marketing
a.a. 2014-15 / 10 CFU / 70 hours
Introduction
Prof. Silvia Rita Sedita
[email protected]
Target
• This course is designed for graduates who
seek to expand their knowledge of advanced
marketing concepts and theories.
• The programme is designed for those who
embrace peer-to-peer collaboration and thrive
in environments that demand active
participation.
• Students are challenged in various ways from
day one. Creative thinking, self-reflection and
innovation are central aspects of the
experience.
Objective
• The aim of the course is
– to extend knowledge and understanding beyond
that covered in introductory marketing theory
• to develop improved skills to apply this understanding
to practical and challenging market scenarios.
Learning goals
• investigate and evaluate contemporary
thinking, theory advances and practices in
marketing, including international,
unconventional and social media marketing
• construct media management strategies
through the analysis of media consumption
and engagement behaviours
• compare metrics that are used to measure
marketing communication strategies
Contents
1.
2.
3.
4.
5.
6.
7.
An introduction to the value driven marketing
How to fill a business model canvas
International marketing strategies
Unconventional marketing strategies
Social media marketing: tools and applications
Marketing metrics
Case studies
Textbooks
also available as e-books
Marketing 3.0: From Products to
Customers to the Human Spirit
Kotler P., Kartajaya H., Setiawan I.
Wiley & Sons 2010
(attendees and non attendees)
Business model generation
Alexander Osterwalder & Yves Pigneur
Wiley & Sons 2010
(attendees and non attendees)
Visit also the Business Model Hub at
www.BusinessModelGeneration.com/hub
Why these texts?
• Philip Kotler, the S.C. Johnson & Son Distinguished Professor of
International Marketing at the Kellogg School of Management,
Northwestern University, is also widely regarded as the Father of Modern
Marketing. He is ranked by the Wall Street Journal as one of the top six
most influential business thinkers.
• Hermawan Kartajaya is the founder and CEO of MarkPlus, Inc., and is one
of the “50 Gurus Who Have Shaped the Future of Marketing,” according to
the Chartered Institute of Marketing, United Kingdom.
• Iwan Setiawan (Kellogg School of Management 2010) is a senior
consultant at MarkPlus, Inc.
The business model canvas
Diffusion
The Business Model Canvas methodology is used by tens of thousands
of businesses — big and small — around the world.
“The Business Model Canvas is now taught to every fulltime MBA student at our school. It
has become the standard for describing and designing business models.”
Henry Chesbrough, Haas School of Business, UC Berkeley
The business model canvas
Diffusion
The Business Model Canvas methodology is used by tens of thousands
of businesses — big and small — around the world.
“The Business Model Canvas is now taught to every fulltime MBA student at our school. It
has become the standard for describing and designing business models.”
Henry Chesbrough, Haas School of Business, UC Berkeley
Teaching methods
• Classes are conducted in an informal learning
atmosphere where knowledge and
understanding are formed through input from
experts and joint reflection.
• There is a mix of teaching styles, including
lectures, guest speakers, case studies,
immersive experiences and group work.
• Everything can be questioned in the quest for
new insight and students are encouraged to
find ways to make the course content
personally relevant.
Course overview
Type of hours Who?
Credits
Hours of
teaching
Hours
Individual study
Practice (Lab)
Cristiano Nordio
2.0
14
36.0
Lecture
Silvia Rita Sedita
8.0
56
144.0
Day
Where?
When?
Wednesday Room 34
14,30 – 16,00
Thursday
Room 14 (computer r. 2# from November)
14,30 – 16,00
Friday
Room 34
12,30 – 14,30
The course spans approximately from the 1° of October to 18 of December
The Lab
• Increase your ability to find the right marketing tool
in order to create value for your customers/clients
– Using the business model canvas
• Every Thursday starting from the 6th of November
the class will move in the computer room, 2° floor
• Cristiano Nordio will lead you through a fascinating
lab were applying the concepts acquired during the
theoretical part of the course
Blog
• http://advancedmarketingunipd.wordpress.com/
• The blog is oriented to extend classroom conversations
to a broader audience. It allows students to interact
with me, each other and other readers.
• Don’t miss the opportunity to participate in a
stimulating on line interaction environment and to
share your ideas on the topics faced during the lectures
and beyond.
• Slides and documents will be uploaded on the blog on
a weekly base.
• A forum is open to students for general discussion
• Especially created for attendees is available also for
non attendees.
http://advancedmarketingunipd.wordpress.com/
Examination methods - Attendees
Activity
1) Blogging activity
When?
Evaluation
During the course
1-3 (low, medium, high)
individual level
2) Lab activity
During the course
1-3 (low, medium, high)
group level
3) 3 group homework to be
performed in due course
During the course
1-3 (low, medium, high)
group level
4) Special final written
End of the course
examination composed of
true-false, multiple-choice
and short answer questions.
Grades are on a scale of 30
individual level
For official dates, please register on: www.uniweb.unipd.it
Examination methods - Attendees
Activity
1) Blogging activity
Evaluation
Scores
1-3 (low, medium, high)
individual level
1= 0,33
2= 0,66
3= 1
This score will be added
to final written
examination grade
2) Lab activity
1-3 (low, medium, high)
group level
1= 0,33
2= 0,66
3= 1
This score will be added
to final written
examination grade
3) 3 group homeworks
to be performed in
due course
1-3 (low, medium, high)
group level
1= 0,33
2= 0,66
3= 1
This score will be added
to final written
examination grade
4) Special final written
examination
Grades are on a scale of 30
individual level
Example
Final examination grade: 27
Blogging activity: 3
Lab activity: 1
Group homerwork: 2
27+
1+
0,33+
0,66=
29
Final mark
Examination methods – Non attendees
• Written examination composed of true-false,
multiple-choice and short answer questions.
• Evaluation is based on the reading and
comprehension of the two text-books.
• Please register on
– www.uniweb.unipd.it
Contacts
• On request, mainly at the DSEA
• Please send me an e-mail for date and location
• My office is located at DSEA, Cà Borin Nord, via del
Santo 22, 2nd floor.
• E-mail:
– [email protected]
– [email protected]
• Web:
– www.economia.unipd.it
• Blog:
http://advancedmarketingunipd.wordpress.com/
Do we really need a course of
advanced marketing?
Think about!
http://www.youtube.com/watch?v=XB0CORT1k9w
Key issues for marketers
• Internet
– Social network
– Blog
– E-commerce
• Globalization
– International trade
– FDI (foreign direct
investments)
– Global outsourcing,
global supply chain
– Re-shoring
• Sustainability
– Green technologies
– Corporate social
responsibility
• Consumers
– Community
– Prosumer
– Co-creation
• Innovation
– Open innovation
– Lead users
– Crowdsourcing