Orthodox and Critical Perspectives in Marketing
The Course targets students already familiar with the notion of marketing plan and its intrinsic key decisions/tools. Students typically acquire such notions in a Principles of Marketing Course or during the Marketing Tutorial that we offer before the beginning of our Master programmes.
This perspective on marketing—as both a discipline and a practice—is however limited since: (1) it relies upon the idea of marketing as just a science; (2) it thus reduces marketing to a list of dos and don’ts; and (3) it limits marketing role to supporting organizational market competitiveness and profitability.
This Course aims at:
- Contrasting established (i.e. orthodox) and emerging (i.e. critical) perspectives on marketing in order to problematize marketing objectives, outcomes, and publics.
- Providing evidence of the implications arising from a customer-centred marketing vision. In this sense, the course opens with an immediate presentation of the customer journey model and of the customer (lifetime) value.
- Providing students with direct marketing experience. The Course includes a live case with a company that will help them to apply class discussion to a real marketing situation.
The Course is organized as follows:
PART I. FRAMING CUSTOMER CENTRICITY IN MARKETING
Class 1 Customer centricity logic
Class 2 Presentation of the brief
Class 3 First in-class tutorship: market analysis
Class 4 Customers and their roles
Class 5 Customer lifetime value
Class 6 Customer experience
Class 7 Professional speaker
Class 8 From customer advocacy to brand communities
PART II. MARKET ANALYSIS LOOKING FOR INNOVATION
Class 9 Second in-class tutorship: customer insights
Class 10 Cultural innovation
Class 11 New products and product strategy
Class 12 Research methods supporting innovation and creative thinking
Class 13 Professional speaker
PART III. RETHINKING MARKETING STRATEGY
Class 14 Third in-class tutorship: marketing innovation strategy
Class 15 Marketing reloaded
Class 16 Segmentation reloaded
PART IV.BUILDING AND DELIVERING VALUE FOR CUSTUMERS
Class 17 Go to market strategy: channel and retailing
Class 18 Fourth in-class tutorship: marketing cultural strategy
Class 19 Marketing communication
Class 20 Sustainable distribution
Class 21 Fifth in-class tutorship: go-to-market strategy
Class 22 Professional speaker
Class 23 Price and value
Class 24 Sixth in-class tutorship: communication strategy
Class 25 Servicescape
Class 26 Class finals
Class 27 Coaching for class winners
Class 28 General final
Assessment is based on both an individual written exam (50% of the final grade) and group project (50%).
Detailed evaluation criteria are set at the beginning of the course.
Peer evaluation will be granted upon request.
- Bitner (1992), Servicescape: The impact of physical surroundings on customer and employees, Journal of Marketing.
- Brown (1993), Postmodern marketing?, European Journal of Marketing
- Court et al. (2009), The consumer decision journey, McKinsey & Company.
- Cova and Dalli (2009), Working consumers: The next step in marketing theory?, Marketing Theory
- Firat and Shultz II (1997), From segmentation to fragmentation, European Journal of Marketing
- Goldenberg, Mazursky, Solomon (1999), Toward identifying inventive templates of new products: A channelled ideation approach, Journal of Marketing Research.
- Kotler (1986), The prosumer movement: A new challenge for marketing, ACR Proceedings.
- Maechler, Neher, and Park (2016), From touchpoints to journeys, McKinsey & Company.
- Mulder (2007), Approaches to creating personas, in Mulder and Yaar (eds.), The User is Always Right, pp. 35-53.
- Pera and Viglia (2015), Turning ideas into products: Subjective well-being in co-creation, The Service Industries Journal.
- Tadajewski (2014), What is critical marketing studies?, in Varey and Pirson (eds.), Humanistic Marketing, pp. 39-52.
- Van Bommel, Edelman, and Ungerman (2014), Digitizing the consumer decision journey, McKinsey & Company.
- Kotler and Keller (2016), Marketing Management, chapters 5; 13; 14; 15; 16; 17; 18; 19; 20; 21; 22.
- Peñaloza, Toulouse, and Visconti (2011), Marketing Management: A Cultural Perspective, introduction and chapters 9; 10; 11; 14; 16; 17; 18; 22; 23; 25; 26; 28; 29; 30.
The course is offered in two streams:
Stream 1: for the students of the Master in Marketing and transformative economy, Master in Corporate Communication, Master in Media Management
Stream 2: for the students of the Master in Management, Master in Management & Informatics
Students from other programs can choose the stream that best fit in their schedule
Master of Science in Communication and Economics in Marketing and Transformative Economy, Core course, Core Course, 1st year
Master of Science in Communication in Media Management, Core course, Core Course, 1st year
Master of Science in Economics in Management, Core course, Conoscenze di base (Economics stream), 1st year
Master of Science in Economics in Management, Core course, Conoscenze di base (Management stream), 1st year
Master of Science in Management and Informatics, Informatics track, Lecture, 1st year