Università Roma Tre

First part: the marketing management and it's pillars: analytical, strategic and operational phase
Second part: introduction to product innovation: technological scenarios, concept design and evaluation, the launch of new products, startups innovative entrepreneurship
third part: environmental and business sustainability: the relationship between environment impact and marketing management. Responsible and sustainable marketing. Business cases and decision making in controversial situations.

Pozzi C., "Benvenuti nel 2050. Cambiamenti, criticità, curiosità", Egea 2019
Marino M., Pratesi C.A., "Cibo perfetto. Aziende, consumatori e impatto ambientale del cibo" Edizioni Ambiente 2015
Savoia A., "The Right It: Why So Many Ideas Fail and How to Make Sure Yours Succeed" Harpercollins 2019
Peter, Donnelly, Pratesi, "Marketing" Mc Graw Hill VI edition

First part: refresh of the basic concepts of marketing management: analytical, strategic and operational phases
Second part: introduction to the theme of product innovation: technological scenarios, concept design and evaluation, new product launches, innovative entrepreneurship
Third part: the theme of sustainability and the relationship between the environment and companies. Responsible and sustainable marketing. Business cases and the most controversial situations.

Both attending and non-attending students will have to view the recorded video lessons uploaded to Moodle and study these materials (with asterisk those uploaded to Moodle):

Pratesi Module:
1. Pratesi C.A. (2020), Marketing (edizione 6), Mc Graw Hill.
a. Cap 1 introduzione al marketing
b. Cap 8 decisioni relative al prodotto
c. Cap 14 piano di marketing
d. Cap 15 marketing e sostenibilità
e. Cap 16 marketing digitale
2. Pretotyping Alberto Savoia*
3. WWF Italia: Pandemie, l’effetto boomerang della distruzione degli ecosistemi*
4. Lessico greenwashing*
5. Caso Pan di Stelle Barilla*
6. Caso Buongrano Barilla*

Insights on the channel: EIIS European Institute for Innovation and Sustainability - serie Future Talks (YouTube):

#1 Luca di Leo (Barilla),
#9 Isabella Pratesi (WWF);
#11 Fabio Moioli (Microsoft);
#16 Alberto Savoia (Stanford University);
#18 Paolo Benanti (Università Gregoriana);
#21 Enzo Maria Le Fevre (Commissione Europea – Agid).

Principato Module:
1. Kemper & Ballantine, 2019*
2. Li et al., 2019*
3. I Dieci Principi del Global Compact delle Nazioni Unite per guidare i business leader nel rispondere alla crisi https://www.globalcompactnetwork.org/it/news-e-eventi/notizie/1899-raccomandazioni-dal-global-compact-network-italia-su-come-approcciare-la-crisi.html *
4. Paper Asvis https://asvis.it/public/asvis/files/Goal_12_ASviS_-_Position_Paper_edizione_2019_-_agg.4-6-19.pdf *
5. Principato L. (2015), “Le etichette ambientali: comprensioni, motivazioni e risposta del consumatore”, in Lugli G. Cibo salute e business. *
6. Principato, 2018, Food Waste at Consumer Level, ch.2*
7. Rust, 2019, The future of marketing *

Further readings (for materials loaded on moodle, reading is strongly recommended):
• Report Conai*
• BCFN, 2018, Fixing the Business of Food *
• Does Food Marketing Needs to make us fat? *
• Subjective social inclusion, 2018*