Università Roma Tre

The course is designed to introduce key concepts of strategic management and marketing, combined with elements of economics and business. Students are also guided in applying these concepts to real business cases.

In detail, the main topics covered include:
- Strategic marketing framework (5C) and G-STIC action plan
- Porter’s Five Forces and SWOT analysis
- Marketing strategy and tactics
- Consumer behavior, customer value creation, and CRM
- Market targeting and segmentation
- Creating value for the company and its stakeholders
- Gaining and defending market position
- Product and service management
- Brand management
- Communication and incentive management
- Persuasion and cognitive biases in sales and managerial decisions
- Pricing management
- Personal selling and retail sales strategies
- Creativity, innovation, and development

The course also includes case studies and practical exercises.

A more detailed syllabus is provided by the instructor on the Moodle platform.

Chernev, A. (2019). Strategic Marketing Management: Theory and Practice. Cerebellum Press.

La Bella, A. & Capece, G. Manuale di Direzione d'Impresa, Franco Angeli. (ONLY THE CHAPTER NAMED "Creatività, Innovazione e Sviluppo")

Elective reading:
- Roberts, K. Lovemarks, powerHouse Books
- Cialdini, R. Influence: The Psychology of Persuasion, Revised Edition. Harper Business

All the materials made available by the teacher on the Moodle platform are part of the course and their study is necessary to pass the final exam. They are provided in addition to the textbooks listed here.