Module 1 - Milano

Analyzing market opportunities, researching and selecting targets, developing market strategies, planning marketing tactics, and implementing and controlling the marketing effort: these are the essential steps of the marketing management process covered by the course.

The ideation and development of new products represent one of the key assets that firms can exploit to maintain and expand their market position in today’s dynamic markets. This course develops your understanding of how firms use innovation to position themselves strategically, from the perspective of a Chief Innovation Officer and a Chief Marketing Officer. The course is organized around three sections. It first provides a practical introduction to the process of formulating an innovation strategy. Second, it focuses on the theme of organizational creativity. Third, it covers the major phases and tools related to new product development.

This workshop casts marketing in a peculiar light by examining it from the point of view of the consumers’ lives and the web of communal relationships in which they are suspended. This impacts marketing management directly and helps to critically rethink the business approach. Stressing such a critical focus, the workshop makes extensive use of research-oriented pedagogy.