Orthodox and Critical Perspectives in Marketing

Objectives

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:

Contents

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

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.

References

Articles

• 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.

Books  

• 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.

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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