Marketing practice is as old as humankind is.
As a discipline, marketing is however recent, considering that the first definition dates back to 1935. Over time, marketing has changed in terms of epistemological perspectives, contexts of application, requested skills, and interconnections with the cultural, political, and social sphere.
The Course purses two main objectives. First, it provides an illustration of the marketing process along its three main stages: (i) analytical marketing, (ii) strategic marketing, and (iii) operational marketing. Though traditional in this articulation, the Course appraises the marketing process from the “customer journey” perspective, which has reshuffled the way marketers approach their profession.
Second, the Course assesses marketing critically and reflexively, in order to unveil the place marketing occupies in today's conversations as much as its impact on personal and societal well-being. Discussion is especially tailored to the creative and communication industry.
This year, the Course's design is adapted to an e-learning format.
Each week, participants receive a pre-recorded video commenting over the core notions of the attributed topic. Said video is available some days in advance, yet is short enough to be watchable during the first hour of the weekly class. During the second hour of our class, we will join for a live session, devoted to the elaboration of these core notions and to their contextualization to specific cases and participants' own interests.
Luca VISCONTI
Cours magistral seul
English
The course is organized around six sessions of two hours each. For each session, participants may estimate about 2-3 ours of home preparation (to cover assigned readings and review their notes).
At least, level 4 in English
Autumn 2022-2023
The course is assessed on the basis of a final individual written test. More information about the test articulation will be provided in class. Please, do take into account that class discussion is part of the programme.
In terms of contents, four main blocks will be addressed:
1. Marketing history and practice: The marketing plan
2. Analytical marketing
3. Strategic marketing: Segmentation, targeting, and positioning decisions
4. Operational marketing: How to execute the marketing strategy
For each topic, we will contrast dominant and critical positions in marketing
Visconti, L.M., Peñaloza, L. and Toulouse, N. (eds.) (2020), Marketing Management: A Cultural Perspective, second edition, London: Routledge.
Maclaran, P., Saren, M., Stern, B., and Tadajewski, M. (eds.) (2009), The SAGE Handbook of Marketing Theory, London: Sage. Introduction available here.
Ellis, N., Fitchett J., Higgins M., Jack, G., Lim, M., Saren, M. and Tadajewski, M. (eds.) (2011) Marketing: A Critical Textbook, London: Sage. Textbook available here.