Marketing Plan and Markstrat Simulation course aims to provide students with an active and applied learning experience. In fact, the course consists of the simulation of the marketing division’s management of a multi-brand firm, focused on decisions and marketing processes. The course, which is scheduled to take place in the last semester of the Master of Science, also intends to allow students from different specialization courses to work together and experience the importance of heterogeneous theories and backgrounds in taking original and successful business decisions.

• Knowledge and understanding: At the end of the course the student will have developed the ability to present the analytical, strategic and operational principles of marketing and the role of marketing in organizations. This ability will be mainly acquired through marketing simulation, synchronous and asynchronous lessons. • Ability to apply knowledge and understanding: At the end of the course the student will have developed the ability to apply the analytical, strategic and operational knowledge of marketing to real situations drawn from the business world. This ability will be acquired through the presentation of reference interpretative models and the development of practical projects during the course, mainly acquired through group work on marketing simulation. • Independent judgment: At the end of the course, the student will have acquired the ability to analyze problems and the ability to identify the information necessary for their solution. Specifically, critical thinking, problem solving, self-management, teamwork, relationship and communication skills will be adequately developed, which enhance and make the disciplinary skills more usable. This ability will be acquired both through discussion during the lessons and through group work during the marketing simulation. • Communication skills: At the end of the course the student will have acquired adequate skills and tools for the management and transmission of information and data, both to specialists and non-specialists in the subject. This ability will be acquired both through discussion during the lessons and through group work on the marketing simulation, and in particular through the oral presentations associated with these. • Learning skills: The course mainly aims to develop methodological skills, cognitive tools and skills that allow the student to know the techniques of marketing and to adapt them to the specificity of the reference context. At the end of the course the student will be able to deepen the study of the subject independently. This ability will be acquired through all the components of the teaching method.

The course aims to develop students’ abilities to understand: • Planning process, marketing strategies’ analysis and definition – referring to the trilogy segmentation – targeting –positioning in an advanced perspective. • The management of products, brands, distribution channels, marketing communication and pricing policies; • Models and processes of marketing planning and performance measurement

(mandatory) Larréché J-C., Gatigon H., Triolet R. (2017) “Markstrat’s Partecipant Handbook – Strategic Marketing – Consumer Goods” (suggested for insights) P. Kotler, K. Keller, F. Ancarani, M. Costabile, (2017), Marketing Management, 15° edizione, Pearson Italia

MARKSTRAT SIMULATION PERFORMANCE Students will be evaluated on the basis of the ranking obtained at the end of the game and the group project. Specifically, 5% of the total mark will be based on a peer evaluation (among group members); 35% on the game’s score and the other 30% on the group project. Each group may ask the instructor for a loan up to a maximum of 15 million, that should be used mainly to launch R&D projects to improve brand portfolios. The loan can be requested entirely for a single period or subdivided for different periods, but not for more than 3 periods (starting from the 3rd to the 8th). It is important that the amount of loans does not exceed the maximum ceiling of 15 million. The loan has to be repaid in subsequent periods (5% interest rate). MARKSTRAT PRESENTATION At the end of the Markstrat simulation, each team will have to prepare a short presentation (of max. 5 minutes) on the adopted marketing strategy during the game. In particular, each team will have to present: 1) an analysis of the company performance during the simulation; 2) the marketing strategy, all the adjustments made due to contextual changes; 3) conclusions in terms of key learning points; 4) Future marketing actions if the simulation was about to run for another 5 rounds. GROUP PROJECT ON ACADEMIC INNOVATION Each team (groups based on the Markstrat Simulation), will be asked to generate ideas about possible innovations regarding the teaching process in Luiss. This project is a part of a larger ongoing project directed by Prof. Romani. More information on the project guidelines and presentation requirements will be given by Prof. Romani on 30 September 2020. FINAL EXAM (for students attending the course) Final exam is a written test (multiple-choice) on the development of a marketing plan (Participant Handbook + Lecture slides). Students will have to answer to 20 multiple-choice questions regarding topics discussed in class. FINAL EXAM (for students that do not attend the course) Students who do not accept at least one of the marks obtained at one of the components mentioned above, should take the non-attending examination mode. Final exam is a written test made of a business case on the development of a marketing plan. Students will have to answer to 4 open questions regarding topics discussed in the case.

Peer Evaluation (individual) 10% Markstrat Performance + group presentation (ranking at the end of the game) 45% Midterm exam (individual) 15% Individual Final Exam (individual) 30%

To request the thesis, the candidate must submit to the professor a proposal (max 2000 words) in which he describes his curriculum studiorum (exams and marks passed and missing), the topic or topics of interest and the bibliographic references or practical cases to which he intends to draw inspiration. The assignment is recommended for students who have a maximum of 3 exams left. Each topic of interest to the student will be evaluated by the teacher with the utmost availability. Depending on the theme chosen, the candidate will have to choose between the development of a thesis based on a review of scientific literature and an applicative case study or on an experimental thesis. This choice is absolutely free and unconditional and is totally discretionary for the student.