The 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 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.

Larréché J-C., Gatigon H. “Markstrat’s Partecipant Handbook – Strategic Marketing – Durable Consumer Goods” (available on Markstart platform upon registration) P. Kotler, K. Keller, (2021), Marketing Management, 16th edition

Marketing Simulation 50% Lectures 30% Group Presentation 20%

Markstrat Performance + group presentation (ranking at the end of the game) 30% Individual Final Exam (individual) 70%

Topic 40% GPA 40% Exams completed 20%