MARKETING AT THE BOTTOM OF THE PYRAMID

This course will explore how to understand consumers at the Bottom of the Pyramid and how to develop successful strategies to address consumers’ needs. The module is divided into three macro-topics: consumer behavior, innovation, and strategy. During the first five weeks, the students will learn more about the concepts of scarcity and how scarcity is experienced at different social and cultural levels. The students will gain a better understanding of consumers’ psychology and needs. During the remaining part of the course, the students will develop competencies in the domains of innovation and marketing strategy. That knowledge is fundamental to understand how companies operate in such a specific market. The course will allow the students to have a unique perspective on a market which is often neglected (the market of the poorest people in the world) but which still represents one of the most profitable segments. Moreover, the course will allow students to develop their sensitivity on matters related to diversity, inclusion, and equality which will provide them with a competitive advantage for their future careers.

There are not prerequisites

By the end of this course students will be able to: Knowledge and understanding Understand the concepts of incidental, conditional, episodic, and chronic scarcity Identify successful elements in developing products and services for consumers at the Bottom of the Pyramid (BoP) Understand how to develop a marketing strategy, including a pricing and distribution strategy at BoP Applying knowledge and understanding Interview and assess how consumers cope with different types of scarcity in everyday life Contrast the stereotypical idea of poor consumer Analyze a target and decide on a successful strategy to address the target’s needs Develop a new product and justify the decision for a strategy Making Judgements Compare different consumers’ habits depending on their relation with scarcity Criticize and compare existing marketing strategies (e.g., communication, pricing, and distribution) of companies operating at the BoP Judge the key elements of an innovation at the BoP Communication Skills Summarize and present the key findings of an analysis in an effective way Elaborate a strategy for the launch of a new product Present a strategy in an effective way Learning Skills Propose actionable solutions for a company Exhibit understanding of the key concepts related to the module

The contents are divided into three macro areas: - Consumer Behavior - Innovation - Marketing Strategy

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fully asynchronous TA consultations Group work Project Work

Group interview and presentation of results (9 points) Group work (15 points): target exercises+ prototype and analysis (7.5) campaign and distribution/price strategy (7.5) Two open simulation (3 points): 1.5 each In-person individual presentation: (3 point) Bonus: 2 points for active participation in Perusall

Active attendance at the course; Quality of the proposed issue for the thesis.