The course intends to expose students to an active and applied learning experience. Active and applied in that the course consists of simulated management of a business, focusing on marketing decisions and processes. Specifically, the course takes up the "core" decision-making areas of marketing from the perspective of marketing planning, allowing students, through an online simulation, to make strategic and tactical decisions that trace those that a marketing manager is typically called upon to make. The course, positioned at the end of the two-year study period, is also intended to enable students who have pursued different specialization paths to work together and experience the importance of disparate theories and backgrounds in making original and successful business decisions.

- Knowledge and Ability to Understand: By the end of the course, the student will have developed the ability to understand the links between the value generated for the customer and the extent and quality of market relationships. - Ability to apply knowledge and understanding: These skills are acquired through the presentation of benchmark interpretive models and the development of practical projects in the course. - Autonomy of judgment: By the end of the course, the student will have acquired skills in analyzing problems and the ability to identify the information necessary for their solution. Specifically, skills in critical thinking, problem solving, self-management, teamwork, and interpersonal and communication skills will be adequately developed, which go to enhance and make disciplinary skills more expendable. - Communication skills: By 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. - Learning skills: The course mainly aims to develop methodological skills, cognitive tools and skills that enable the student to learn about marketing techniques and adapt them to the specificity of the reference context.

The course is aimed at developing the student's ability to understand: - how consumer insights are linked to marketing strategy - the process of analyzing and defining marketing strategies with reference to the segmentation-targeting-positioning trilogy from an advanced perspective - the management of products, brands, distribution channels, marketing communications and pricing policies - the models and processes of marketing planning and performance measurement

Larréché J-C., Gatigon H., Triolet R. (2016) “Markstrat’s Partecipant Handbook – Strategic Marketing – Consumer Goods”. In addition, students will have to study the slides uploaded on My Luiss

Interactive lectures in the first 3 weeks, held by Dr. Antonio Ramazzotti, and then in the rest of the course group work on the various rounds of the Markstrat game

1/3 of the grade will be determined by performance in the Markstrat game (final standings, overall behavior during the course and final presentation), 2/3 will be determined by the final exam which will consist of multiple choice and open-ended questions on the content covered by Dr. Ramazzotti in the first 3 weeks and the content of the Markstrat game

Thesis topics will be assigned following an evaluation of a structured research proposal