KEY TOPICS IN TODAY'S MARKETING

This course is grounded in questions of enduring interest to marketers and researchers in the marketing area, but it takes in strong consideration the contemporary concerns. Given the unprecedented circumstances in which we are now living, each of the ten questions we have identified are considered also in the context of the global pandemic and especially of its aftermath. The pandemic brought on by Covid 19 has generated incredible change to the global economy that will likely have long term effects on consumer behavior, the marketplace, branding and communication strategies, market regulation and policy, global business and more. We are just beginning to see these effects and they offer many opportunities for new marketing practices and new marketing research. Moreover, due to the many challenges individuals, societies and ecologies have to face nowadays, we cannot neglect the investigation of new trends in consumption that pertains to “higher consumer wisdom”, defined as the pursuit of well-being for oneself and others applying responsibility, purpose, flexibility, sustainability, reasoning and perspective. The combination of rigor and relevance characterizes the answers to these ten questions. Moreover, each answer is based on the constant dialogue of the two relevant perspectives for marketers: consumers and firms. The course will be aimed at sharing and familiarizing – on each topic - with perspectives of the worlds of Thinkers (academics/science people and institutions), and Doers (Business experts, Company owners, Start-up founders). Activities’ design will be based on an active learning teaching mode. Students will be directly engaged and will participate to the topics. The course structure will provide a powerful balance between aided learning and support, and freedom of investigation. Learning sessions will foster a learning by doing approach, growth mindset and enquirer attitude. Students will become responsible of their learning path and will participate to the co-production of study material. By applying a continuous assessment approach to evaluations, students will have different opportunities for feedback throughout the course.

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By the end of this course students will: Be able to apply knowledge and understanding: the students will be able to apply their learning in mini-projects or assignments. Specifically, students will be able to identify and deals problems in modern consumer behaviour. Be able to make judgements: we expect students to be able to integrate knowledge about marketing phenomena and to manage complexity about different approaches and perspectives involved in this field. Students are expected also to be able to discuss and evaluate key controversial issues in marketing including reflections on the social and ethical dimensions of such issues. Acquire communications skills: this course will give the students the ability to convey information and ideas effectively, using written, oral, and visual and graphical communication. Foster project management skills: through graded activities (i.e., research project), deadlines and continuous assessment approach, students will master time management and organization skills. Acquire learning skills: at the end of this course we expect students to be able to engage in self-directed learning by identifying and addressing their educational needs in a changing world, using independent investigation to tackle problems, especially ill-defined or open-ended ones. Understand how to receive and provide constructive feedback: specific assignments will require students to review the work of peers and get a peer review in a logic of continuous learning.

The modules of the course will cover the following topics: Sustainability Flexibility Purpose Attitude Change and AI. Data Capture Experience. Psychological Tension: from Exploited to Served Attitude Change and AI. Classification Experience. Psychological Tension: from Misunderstood to Understood Attitude Change and AI. Delegation Experience. Psychological Tension: from Replaced to Empowered Attitude Change and AI. Social Experience. Psychological Tension: from Alienated to Connected Retail Experiences and Customer Journey Management: the role of social, cultural and political influences Retail Experiences and Customer Journey Management: the role of technology Retail Experiences and Customer Journey Management: the role of retail environment, numeric information, merchandise, and packaging

The key Study Materials for the course are: Data bases and open platforms for scientific material provided by Luiss (access remotely with proxy configuration) Weekly rich media contents (public resources): readings (scientific papers), playlist of audio/video material (podcasts, videos) Weekly original material provided by the Teaching Team: Personal Introspection tests (scales on different constructs, essays), Video interviews with practitioners and researchers, slides, research project guidelines, Individual Tests on Knowledge The study material will be organized as Asynchronous, Individual Study, and Assignment groups’ material. The readings will be provided on Perusall.com on the page specifically created for the course. The readings are: Ozanne, L. K., Stornelli, J., Luchs, M. G., Mick, D. G., Bayuk, J., Birau, M., ... & Zuniga, M. (2021). Enabling and cultivating wiser consumption: The roles of marketing and public policy. Journal of Public Policy & Marketing, 40(2), 226-244. Sun, J. J., Bellezza, S., & Paharia, N. (2021). Buy less, buy luxury: Understanding and overcoming product durability neglect for sustainable consumption. Journal of Marketing, 85(3), 28-43. Granskog, A., Lee, L., Magnus, K. H., & Sawers, C. (2020). Survey: Consumer sentiment on sustainability in fashion. McKinsey & company, 17. The myth of sustainable fashion HBR. https://hbr.org/2022/01/the-myth-of-sustainable-fashion Morewedge, C. K., Monga, A., Palmatier, R. W., Shu, S. B., & Small, D. A. (2021). Evolution of consumption: A psychological ownership framework. Journal of Marketing, 85(1), 196-218. Demand rises among seniors to rent rather than own in active-adult communities - The Washington Post. https://www.washingtonpost.com/realestate/demand-rises-among-seniors-to-rent-rather-than-own-in-active-adult-communities/2021/06/23/527c5018-c3d6-11eb-9a8d-f95d7724967c_story.html The rise of fashion rental | Fashion | The Guardian. https://www.theguardian.com/fashion/2020/sep/20/the-rise-of-fashion-rental-scarlett-conlon Brands need to act on corporate social responsibility (CSR) | World Economic Forum https://www.weforum.org/agenda/2021/10/how-your-brand-can-walk-the-csr-talk/ Vredenburg, J., Kapitan, S., Spry, A., & Kemper, J. A. (2020). Brands taking a stand: Authentic brand activism or woke washing?. Journal of public policy & marketing, 39(4), 444-460. Puntoni, S., Reczek, R. W., Giesler, M., & Botti, S. (2021). Consumers and artificial intelligence: An experiential perspective. Journal of Marketing, 85(1), 131-151. Creating a Meaningful Corporate Purpose HBR https://hbr.org/2021/10/creating-a-meaningful-corporate-purpose Kim, J., Kang, S., & Bae, J. (2022). The effects of customer consumption goals on artificial intelligence driven recommendation agents: evidence from Stitch Fix. International Journal of Advertising, 41(6), 997-1016. Longoni, C., Bonezzi, A., & Morewedge, C. K. (2019). Resistance to medical artificial intelligence. Journal of Consumer Research, 46(4), 629-650. Leung, E., Paolacci, G., & Puntoni, S. (2018). Man versus machine: Resisting automation in identity-based consumer behavior. Journal of Marketing Research, 55(6), 818-831. Jin, S. V., & Youn, S. (2021). Why do consumers with social phobia prefer anthropomorphic customer service chatbots? Evolutionary explanations of the moderating roles of social phobia. Telematics and Informatics, 62, 101644. Grewal, D., & Roggeveen, A. L. (2020). Understanding retail experiences and customer journey management. Journal of Retailing, 96(1), 3-8. Tsai, W. H. S., Liu, Y., & Chuan, C. H. (2021). How chatbots' social presence communication enhances consumer engagement: The mediating role of parasocial interaction and dialogue. Journal of Research in Interactive Marketing, 15(3), 460-482. Studies Predict Social Media Will Be Biggest Influence On Shopping For Decades. Forbes. https://www.forbes.com/sites/catherineerdly/2022/01/12/studies-predict-social-media-will-be-biggest-influence-on-shopping-for-decades/ Davenport, T., Guha, A., Grewal, D., & Bressgott, T. (2020). How artificial intelligence will change the future of marketing. Journal of the Academy of Marketing Science, 48, 24-42. Tech-enabled grocery stores | McKinsey https://www.mckinsey.com/industries/retail/our-insights/tech-enabled-grocery-stores-lower-costs-better-experience Moreau, C. P. (2020). Brand building on the doorstep: The importance of the first (physical) impression. Journal of Retailing, 96(1), 155-167. How to create good packaging for packaged goods | McKinsey https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/creating-good-packaging-for-packaged-goods

asynchronous Individual Study Assignment groups

Students will be evaluated on the following activities: Assignment group NEW BUSINESS IDEA (30%) Assignment group LEARNING FROM FAILURES (20%) Business Cases on Luiss Web (10%) Challenge's diaries, scales, self-reflection notes (10%) Perusall reading activities (20%) Final presentation of assignments (final exam) (10%) Non-attending Students' Exam: The evaluation of Non-Attending students will be based on: Final written exam (100%) on course contents covered in the reading list that follows. Ozanne, L. K., Stornelli, J., Luchs, M. G., Mick, D. G., Bayuk, J., Birau, M., ... & Zuniga, M. (2021). Enabling and cultivating wiser consumption: The roles of marketing and public policy. Journal of Public Policy & Marketing, 40(2), 226-244. Sun, J. J., Bellezza, S., & Paharia, N. (2021). Buy less, buy luxury: Understanding and overcoming product durability neglect for sustainable consumption. Journal of Marketing, 85(3), 28-43. Granskog, A., Lee, L., Magnus, K. H., & Sawers, C. (2020). Survey: Consumer sentiment on sustainability in fashion. McKinsey & company, 17. The myth of sustainable fashion HBR. https://hbr.org/2022/01/the-myth-of-sustainable-fashion Morewedge, C. K., Monga, A., Palmatier, R. W., Shu, S. B., & Small, D. A. (2021). Evolution of consumption: A psychological ownership framework. Journal of Marketing, 85(1), 196-218. Demand rises among seniors to rent rather than own in active-adult communities - The Washington Post. https://www.washingtonpost.com/realestate/demand-rises-among-seniors-to-rent-rather-than-own-in-active-adult-communities/2021/06/23/527c5018-c3d6-11eb-9a8d-f95d7724967c_story.html The rise of fashion rental | Fashion | The Guardian. https://www.theguardian.com/fashion/2020/sep/20/the-rise-of-fashion-rental-scarlett-conlon Brands need to act on corporate social responsibility (CSR) | World Economic Forum https://www.weforum.org/agenda/2021/10/how-your-brand-can-walk-the-csr-talk/ Vredenburg, J., Kapitan, S., Spry, A., & Kemper, J. A. (2020). Brands taking a stand: Authentic brand activism or woke washing?. Journal of public policy & marketing, 39(4), 444-460. Puntoni, S., Reczek, R. W., Giesler, M., & Botti, S. (2021). Consumers and artificial intelligence: An experiential perspective. Journal of Marketing, 85(1), 131-151. Creating a Meaningful Corporate Purpose HBR https://hbr.org/2021/10/creating-a-meaningful-corporate-purpose Kim, J., Kang, S., & Bae, J. (2022). The effects of customer consumption goals on artificial intelligence driven recommendation agents: evidence from Stitch Fix. International Journal of Advertising, 41(6), 997-1016. Longoni, C., Bonezzi, A., & Morewedge, C. K. (2019). Resistance to medical artificial intelligence. Journal of Consumer Research, 46(4), 629-650. Leung, E., Paolacci, G., & Puntoni, S. (2018). Man versus machine: Resisting automation in identity-based consumer behavior. Journal of Marketing Research, 55(6), 818-831. Jin, S. V., & Youn, S. (2021). Why do consumers with social phobia prefer anthropomorphic customer service chatbots? Evolutionary explanations of the moderating roles of social phobia. Telematics and Informatics, 62, 101644. Grewal, D., & Roggeveen, A. L. (2020). Understanding retail experiences and customer journey management. Journal of Retailing, 96(1), 3-8. Tsai, W. H. S., Liu, Y., & Chuan, C. H. (2021). How chatbots' social presence communication enhances consumer engagement: The mediating role of parasocial interaction and dialogue. Journal of Research in Interactive Marketing, 15(3), 460-482. Studies Predict Social Media Will Be Biggest Influence On Shopping For Decades. Forbes. https://www.forbes.com/sites/catherineerdly/2022/01/12/studies-predict-social-media-will-be-biggest-influence-on-shopping-for-decades/ Davenport, T., Guha, A., Grewal, D., & Bressgott, T. (2020). How artificial intelligence will change the future of marketing. Journal of the Academy of Marketing Science, 48, 24-42. Tech-enabled grocery stores | McKinsey https://www.mckinsey.com/industries/retail/our-insights/tech-enabled-grocery-stores-lower-costs-better-experience Moreau, C. P. (2020). Brand building on the doorstep: The importance of the first (physical) impression. Journal of Retailing, 96(1), 155-167. How to create good packaging for packaged goods | McKinsey https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/creating-good-packaging-for-packaged-goods