Analysing market opportunities, researching and selecting targets, developing market strategies, planning marketing tactics, and implementing and controlling the marketing effort: these are the essential steps of the marketing management process covered by the course.
This course examines topics related to the management of distribution channels: the nature of marketing channels and the global trends that characterize them; the issues that companies face in designing, managing, evaluating and changing their channels; marketing channel issues from the perspective of retailers, wholesalers, and physical distribution agencies.
Generating and analysing market data and organising the generation of consumer, customer, and competitor insights within an organisation are pillars for marketing and sales management. This course offers methods, tools, and techniques for qualitative and quantitative marketing research.
Branding has become a critical issue in marketing management, as it is increasingly the most influential element in determining the difference between equally competitive products. The course covers the most relevant topics in brand management: the meaning and the measurement of customer-based brand equity, the dynamics and the architecture of a companyâ€™s brand portfolio, and the roles and functions of different brands.
Going to the Market
Once the target for a given product is decided, itâ€™s time to set up the â€śpath to the market,â€ť the entire route that the product will follow in the passage to the final customer. This course focuses on the methodology used to design an optimal integrated commercial strategy. As more and more companies are interested in selling to the end consumer, the course will also include guides to creating powerful retail formulae, through both traditional and internet channels. Innovation orientation and its holistic commercial approach are important characteristics of this course.
Price Strategy and Management
Consumers and customers perceive price as value for money. This course addresses strategic and tactical issues related to the companyâ€™s pricing policy and to the customerâ€™s perception of price: how to set prices on a product for the first time, how to modify a productâ€™s price over time and space to meet varying circumstances and opportunities, how to initiate and respond to price changes
Sales Management 1
This course presents conceptual models, managerial methods, practical tools and real world examples concerning some key sales management decisions. Main topics are: a general framework on modern Sales Management; the changing role of selling and sales management in organizations; managing change in the sales force; Leading and managing salespeopleâ€™s performance.
A successful marketing strategy requires a deep understanding of the market and the competitive arena. Business intelligence is used to foresee development opportunities and to create and deliver the best value for customers. This course is concerned with the process of strategic marketing management and the implementation of marketing strategies for companies in different stages of an industry, in different competitive positions, and in different economic environments.
In an increasingly global marketplace, companies must be able to move deftly in an international arena. In this course you will learn to formulate effective international marketing strategies and to make crucial trade-offs between standardizing and localizing marketing and sales programmes.
Finance for Marketing and Sales
Understanding the financial side of marketing and sales decisions has become a key competence required for marketing and sales people. In this course you learn to interpret a balance sheet and an income statement, to understand your financials and those of your competitors, and to evaluate the economics of marketing and sales strategies.
Sales Management 2
This course follows the first part on sales (Sales Management 1 in Module 3) and presents conceptual models, managerial methods, practical tools and real world examples concerning some key sales management decisions in b2b relationships. Main topics explored are: Designing and aligning the sales force organization with the marketing strategies; designing and managing an effective compensation plan to motivate sales people and to drive their performances; key account management program that works: challenges and key contents in segmentation, organization and planning.
Marketing Analytics in the era of Big Data
The industrial Internet is increasingly allowing firms to measure consumer data (usage data, perceptions data and preference data) as part of regular business, without a study. Large amounts of data are collected, stored and organized.. The fact that â€śBig Dataâ€ť are increasingly available to support strategic decision making is an absolutely amazing advance. But it is going to challenge you as a marketing strategist because it is going to be now up to you: â€˘ to judge what questions to ask from the market measurement data; â€˘ to understand what the measurement data tells you about your markets; â€˘ to know how to link cause and effect between your resource.
CRM and Business Intelligence
Customers rather than products are the most precious assets of a company. This course on customer relationship management will provide vision, strategy, operations, technology and organisational tools for building a customer-focused organisation based on customer profitability and relationship management.
Marketing Creativity and Innovation
The ideation and development of new products represents one of the key assets firms can exploit to maintain and expand their market position in todayâ€™s dynamic markets. This course develops executivesâ€™ understanding of how firms use innovation to position themselves strategically, from the perspective of a Chief Innovation Officer and a Chief Marketing Officer. The course is organized around three sections. It first provides a practical introduction to the process of formulating an innovation strategy. Second, it focuses on the theme of organizational creativity. Third, it covers the major phases and tools related to the new product development.
The course illustrates the main theoretical and empirical principles on which internet is based, with reference to market segmentation, targeting and positioning of a company. Another goal is to expose participants to the key challenge/opportunity of the companyâ€™s digital transformation, along with its peculiar business implications/key leverage points such as the reshaping of the commercial value chain; the co-petition; the co-creation. The course also explains the main technicalities related to hybrid business models and, in particular, the golden rules for their design, implementation, development and management.
The course aims at helping participants to distinguish traits of a brilliant digital communication, such that the entire value of the company is advocated and delivered, face to a web world which is growingly crowded and complex. Attention will be focused on the key asset of any online communication, that is to say the companyâ€™s website, in terms of usability & architecture, look & feel, KPIs. Main logics and tools, as well as the "do's and don'ts", of a brilliant and consistent "offline communication" will be presented and sicussed whilst providing participants with a 360Â°, exhaustive understanding of the communication process.