Orthodox and Critical Perspectives in Marketing B
People
Course director
Course director
Description
PART I. THE EVOLVING MEANING OF CUSTOMER CENTRICITY
- From orthodox to cultural marketing
- Customer centricity
PART II. STRATEGIC MARKETING: A LIFE-LONG JOURNEY
- Customer lifetime value
- The customer journey
- Customer and their roles
- Customer experience and experiential value
- Consumer trends
PART III. ANALYTICAL AND STRATEGIC MARKETING: LEARNING FROM THE FIELD
- Research methods supporting innovation and creative thinking
- From segmentation to fragmentation
PART IV. OPERATIONAL MARKETING: PRODUCT, CHANNEL, RETAIL, PLACE & COMMUNICATION
- New products and product strategy
- Cultural innovation
- Go to market strategy: Channel and retailing
- Marketing communication
- Servicescape
- Price and value
Objectives
The Course first lays grounding marketing concepts, to then discuss and extend them in light of alternative marketing traditions (cultural, interpretive, critical) and of raising societal concerns (materialism, post-colonialism, sustainability, etc.).
In so doing, the Course revisits the idea of marketing-as-science, criticizing its normative and merely profit-oriented perspective. It also locates marketing much further than the economic sphere, to acknowledge its socio-cultural, political, and environmental implications.
The two labels “orthodox” and “critical” are thus used to constantly refer to “dominant” (capitalistic, Wester, positivistic) and “alternative” views and practices in marketing, which percolate through both academic research and business. Each professor embodies one of the two perspectives, making the Course dialogical by foundation.
Teaching mode
In presence
Learning methods
Classes will provide rich opportunity for critical discussion, analysis of examples and real-life cases.
Students are invited to actively participate. An in-company project will accompany students along the semester.
Students are requested to attend at least 60% of the in-presence classes to validate the course. In case of personal impediments, students are expected to reach out to professors to discuss with them the best way to proceed.
Examination information
- Assessment is based on both an individual written exam (50% of the final grade) and group assignments (50%). To validate the course and average the project grade, each student must achieve a grade of 5 out of 10, or higher, on the written individual examination.
- Detailed evaluation criteria are set at the beginning of the course.
- Peer evaluation will be granted upon request.
Bibliography
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Bitner, Mary Jo. "Servicescapes: The Impact of Physical Surroundings on Customers and Employees" Journal of Marketing, 56, 2 (1992): 57-71.
10.1177/002224299205600205 - Chapter 3: Approaches to Creating Personas
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Dalli, Daniele, Cova, Bernard. "Working consumers: the next step in marketing theory?" Marketing Theory, 9, 3 (2009): 315-339.
10.1177/1470593109338144 - Digitizing the consumer decision journey
- From touchpoints to journeys: Seeing the world as customers do
- Kevin Lane, Keller, Philip, Kotler. Marketing management: Fifteen edition. Pearson, 2016. (Requested only chapters 5, 13, 14, 15, 16, 17, 18, 19, 20, 21, and 22.)
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Laria, Giuseppe, Pantano, Eleonora. "Innovation in Retail Process: From Consumers’ Experience to Immersive Store Design" Journal of technology management & innovation, 7, 3 (2012): 198-206.
10.4067/s0718-27242012000300016 - Megatrends update
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Shultz, Clifford J., Fuat Firat, A.. "From segmentation to fragmentation" European Journal of Marketing, 31, 3/4 (1997): 183-207.
10.1108/eum0000000004321 -
Solomon, Sorin, Mazursky, David, Goldenberg, Jacob. "Toward Identifying the Inventive Templates of New Products: A Channeled Ideation Approach" Journal of Marketing Research, 36, 2 (1999): 200-210.
10.1177/002224379903600205 -
Tadajewski, Mark, Jones, D.G. Brian. "Hyper-power, the marketing concept and consumer as ‘boss’" Marketing Theory, 16, 4 (2016): 513-531.
10.1177/1470593116666408 - The Prosumer Movement : a New Challenge For Marketers | ACR
- The consumer decision journey
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Viglia, Giampaolo, Pera, Rebecca. "Turning ideas into products: subjective well-being in co-creation" The Service Industries Journal, 35, 7-8 (2015): 388-402.
10.1080/02642069.2015.1015521 - Visconti, Luca M., Özçaglar-Toulouse, Nil, Peñaloza, Lisa. Marketing management: a cultural perspective. Second edition. London: Routledge, 2020. (Requested only introduction and chapters 9, 12, 15, 16, 18, 20, 21, 25, 29.)
- Who’s shopping where? The power of geospatial analytics in omnichannel retail
Education
- Master of Science in Communication in Media Management, Lecture, 1st year
- Master of Science in Economics in Management, Lecture, Core course for "First degree in any other subject", 1st year
- Master of Science in Economics in Management, Lecture, Core course for "First degree in economics or management", 1st year
- Master of Science in Management and Informatics, Lecture, 1st year