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Economics and business administration (Academic Year 2020/2021) - Business management

Marketing



Video professors: Stefano Chiussi - SDA Bocconi

Videolesson

Lesson n. 1: The Marketing process
   Definitions
   The different approaches
   Corporate Governance & Marketing 		Go to this lesson Stefano Chiussi
Lesson n. 2: The Business plan
   What is Business Plan
   Strategic Marketing Components
   Operative Marketing Components
   Business Startegy Components 		Go to this lesson Stefano Chiussi
Lesson n. 3: The Company identity
   "Value creation" concept
   Mission construction
   Vision creation
   Promoting the Company identity 		Go to this lesson Stefano Chiussi
Lesson n. 4: The Market drivers
   "Value creation" deepening
   Understanding the "Demand"
   How to serve the Demand 		Go to this lesson Stefano Chiussi
Lesson n. 5: External analysis
   What is intended for "External Analysis"
   5 Forces Porter's Model
   3 С Omahe's Model 		Go to this lesson Stefano Chiussi
Lesson n. 6: Internal analysis
   What is intended for "Internal Analysis"
   Value Chain Porter's Model
   Resource & Competencies Model 		Go to this lesson Stefano Chiussi
Lesson n. 7: SWOT and Strategic guidelines
   What is intended for "SWOT-anaysis"
   Strenghts & Weaknesses
   Opportunities & Threats
   Strategic guidelines 		Go to this lesson Stefano Chiussi
Lesson n. 8: Market researches
   What is intended for "Market researches"
   The process
   Quantitative vs Qualitative researches 		Go to this lesson Stefano Chiussi
Lesson n. 9: Market value
   What is intended for "Market value"
   Market share
   Forecasting the demand 		Go to this lesson Stefano Chiussi
Lesson n. 10: Positioning
   What is intended for "Positioning"
   BCG matrix
   McKinsey matrix 		Go to this lesson Stefano Chiussi
Lesson n. 11: Value proposition
   What is intended for "Value proposition"
   Developing your own Positioning
   Evaluating your own Positioning 		Go to this lesson Stefano Chiussi
Lesson n. 12: «The Place»
   What is intended for "Marketing Mix"
   Channel selection
   Sales organization set-up 		Go to this lesson Stefano Chiussi
Lesson n. 13: «The Price» Part one
   What is intended for "Price"
   Key indicators to set-up pricing 		Go to this lesson Stefano Chiussi
Lesson n. 14: «The Price» Part two
   What is intended for "Price"
   The correct set-up
   Other specific pricing strategies 		Go to this lesson Stefano Chiussi
Lesson n. 15: «The Product» Part one
   What is intended for "Product"
   Product perception
   Product mix 		Go to this lesson Stefano Chiussi
Lesson n. 16: «The Product» Part two
   What is intended for "Product"
   Brand management
   Packaging 		Go to this lesson Stefano Chiussi
Lesson n. 17: «The Promotion»
   What is intended for "Promotion"
   Promo mix
   Promotion management 		Go to this lesson Stefano Chiussi
Lesson n. 18: International Marketing
   Globalization
   Markets selection
   Entrance strategies 		Go to this lesson Stefano Chiussi
Lesson n. 19: B-B process
   Introduction
   Decision process 		Go to this lesson Stefano Chiussi
Lesson n. 20: B-C process
   "The consumer"
   The purchasing process 		Go to this lesson Stefano Chiussi