39743 - Visione Clip - Modulo Marketing

Visione videoclip online su piattaforma POLIMI GSoM:

• The concept of value exchange in marketing​
• The marketing process ​
• Macro analysis of demand: Approaching demand forecasting​
• Micro analysis of demand: Stimulus-response model in B2B​
• Phases and roles of the B2B buying process​
• The segmentation process: introductory process​
• Targeting strategies: selection of target segments​
• Strategic positioning: objectives and tools ​
• Product: basic concepts, product levels and product hierarchy ​
• Product line management ​
• Service: characteristics and marketing impacts​
• The product lifecycle: basic concepts​
• The brand identity prism ​
• Brand Management: brand life cycle and brand extension​
• Pricing: impact on the marketing process, pricing objectives and pricing process​
• Pricing: cost-based methods​
•  The communication process​
•  Managing integrated marketing communications​
•  Marketing communication planning​
•  Distribution: role and actors involved​
•  Distribution channel length and digital innovation impact​
•  Distribution strategy: push and pull approach​
•  The design of a multichannel distribution system​
•  Marketing control and metrics