ADVANCED MARKETING MANAGEMENT

Key instructional goals will focus on the elements that are required to create and manage successful Brands, linking Marketing Strategy to Execution, and how to integrate storytelling in such a picture. Consequently, the core contents of the course will be tools and insights that are used during the typical work of a Brand/ Product/ Marketing Manager and/or Content Manager

Basic knowledge of Marketing

The key learning objectives of the Advanced Marketing Management course are: To clarify the role and the potential of an effective Marketing Management and its link with the marketing strategy trilogy (segmentation-targeting-positioning). To learn a fact-based and quali-quantitative approach to measuring, making and managing brand success (Brand-Value-Telling-Journey) To introduce the core concept of Decision Journey and its link to value creation To improve students’ ability to evaluate storytelling, with specific focus on the link with Marketing Strategy and Brand Equity, and their connection to Content creation. To understand the impact on the economics of the Brand.

Quick overview and recap of Marketing Strategy fundamentals (segmentation, targeting, positioning). Customer Decision Journey and methodology to create successful brands (Brand-Value-Telling-Journey) Creating the value: Decision Journeys, Purpose, Identity, and positioning

P.Kotler, K.L.Keller, Marketing Management, Pearson Education, Global Edition Perrey J., Freundt T., Spiellecke D. (2015). Power Brands, Ed. Wiley Farris, P. W., Bendle, N., Pfeifer, P. E., & Reibstein, D. (2010). Marketing metrics: The definitive guide to measuring marketing performance. Pearson Education. Brandtelling – Giorgino, F. & Mazzù. M.F. (2024) Harvard Business Review (translation available).

Case Study Paper Team exercises Lectures in presence/ online

Classroom participation Challenge performance Final exam

The Application for the final thesis can only happen after successfully passing the AMM Exam. A specific process will be applied (NOT on a first come, first served basis), and will include, among others, the assessment of: CV, Average grade point, Interest in marketing, Number of exams to complete own individual study plan and Timing. The evaluation of individual contribution and active participation during classes will be considered.