A comprehensive overview of the central principles and concepts of marketing strategy and management. Highlights the challenges that marketing managers face in planning and implementing effective marketing mix strategies.
Italian destination cities immediately conjure up images of the art, food, fashion, wine, and culture in which their fame lies: fashion shows and La Scala in Milan, Renaissance art in Florence, Brunello wine in Montalcino, the Biennale and Carnevale in Venice. This course will explore how creative advertising strategies have been produced and implemented, their effect on city identity, the proliferation of creative areas in destination cities, and the future of creativity and creative marketing. Case studies of both well-established metropolises and developing destinations will be examined.
Pre-requisite: Introduction to Marketing or equivalent
This course further develops the main principles of marketing by exploring the strategic implications of marketing in different countries and cultures and identifying specific marketing techniques and the modifications necessary to accommodate cultural differences. Topics include global marketing, marketing planning, segmentation, culture and business customs, political and legal factors and restraints, economic and technological development, and the international monetary system.
This course is an introduction to marketing and merchandising concepts in the fashion industry. Emphasis is placed on the apparel and accessory industry in Italy. Students learn terminologies specific to the field. Topics include the meaning of the “brand” in today’s consumer market, how to forecast trends, the product supply chain, the vertical business model and outsourcing, visual merchandising, advertising, different forms of in store and non-store retail, consumer behaviour and profiles, and store location and design. On-site visits to fashion retailers in Florence are an integral part of this course with suggested field trips to local designers as well as to fashion museums such as the Gucci Museum. Other topics include: Product development cycle of the fashion industry: the initial forecast, consumer analysis, marketing plans, sourcing and presenting the product. The importance of retail marketing and “experience shopping” – visual merchandising through analysis of store layout. The course will also cover market research and target customer identification, visual merchandising, direct marketing, internet and social media, and traditional advertising, and will focus on how to generate media attention through public relations (press relations, press kit releases, sponsorships, events, etc.).
This course is designed for non-business majors and introduces students to the role of marketing within a business. Through a combination of lectures, case studies, readings and simulations, students will address analytical marketing concepts and techniques developed from economics, psychology, statistics, and finance in order to plan and develop products and services to satisfy the needs of target customers. Topics include product planning, pricing, promotion, advertising, distribution policies, targeting, and market research techniques.
Business and marketing aspects of the wine industry. Students will be presented with the following topics: an introduction to communication theory, wine communication, introduction to management and marketing theory, wine marketing, economics of the world wine industry, human resource management.
The course is designed for people interested in all aspects of the wine industry, wine marketing and wine education, providing students with both academic knowledge and operational competences and tools.
By the end of the course students should be able to: identify the different segments in the wine market through the adoption of segmentation techniques, analyze the consumer behaviors and preferences in the segment, in order to characterize the specific target, perform a structured analysis of a company’s Strengths, Weaknesses, Opportunities and Threats, formulate the correct marketing strategy for a specific category of wine, thus setting the correct price, distribution/retail channels, promotion-communication activity, apply relationship marketing techniques so to create rewarding interactions with both the sales intermediaries and the consumers, understand the context of the English-language media (such as magazines, guides, websites), that have a significant influence on the wine market, assess the role that can be played by the different media in a communication strategy, and plan accordingly, formulate a press release, for both traditional and social media, building on the experience of this course, and using the knowledge and tools acquired during the semester, the students will be able to continue the study and practice of wine marketing and communication.
Introduction to Digital Media (Digital Art & Design I) is an introductory digital media course that teaches 21st century skills in digital communication, digital technologies, Adobe software and design thinking. This course introduces four main aspects of digital media; image manipulation and design, motion graphics, Augmented Reality and 3D design (CAD). During the term students learn the basics concepts of graphic design & image editing through the use of Adobe Photoshop software. Students will create motion graphics utilizing Adobe Photoshop & Adobe Premiere and design 3D models using Tinkercad and Vectary.
Students learn how images are created through the use of composition and subject matter, and how context affects a viewer’s understanding of an image. The class considers Ai’s impact on digital media and design.
Students will explore how images affect viewers, truth vs perception and the creation of reality. Practical considerations include creating visual media for “real world” clients, and building a database of source imagery for use in future graphic design and art projects. Digital imagery, video, the web and social media are important devices for communication across all disciplines. The information obtained in this course will be invaluable for anyone who wishes to present information in a digital format. This course is a pre-req for all upper level digital art & design courses.
Studio Art fee USD$100 (USD$25 per credit)
International marketing is more than a simple application of marketing principles to more than one country. In a world that becomes increasingly globalised, marketing strategies become absolutely essential. Both global and international marketing are attached to each other. On one hand, international marketing involves the firm in making one or more marketing mix decisions across national boundaries. On the other hand, global marketing involves the firm in establishing manufacturing facilities overseas and coordinating marketing strategies across the globe. Cross-cultural differences have an important role in both internal and external ways.
This course provides the knowledge of the fundamental concepts of international marketing from a European perspective. It is organised so that each class is either a lecture or a case discussion. In this course you will learn to look at international marketing problems through the lens of an analytical framework.
Italian destination cities immediately conjure up images of the art, food, fashion, wine, and culture in which their fame lies: fashion shows and La Scala in Milan, Renaissance art in Florence, Brunello wine in Montalcino, the Biennale and Carnevale in Venice. This course will explore how creative advertising strategies have been produced and implemented, their effect on city identity, the proliferation of creative areas in destination cities, and the future of creativity and creative marketing. Case studies of both well-established metropolises and developing destinations will be examined.
Pre-requisite: Introduction to Marketing or equivalent.
20th and 21st century development has witnessed the evolution and revolution in business communication. The birth of the web was the inspiration that led to a different form of interaction and engagement between companies and customers, such as a growing customer participation in the creation and development of the business image. This course features web marketing that is based on practices and principles applicable to all sectors and is also suitable for the small and medium-sized enterprises who were previously cut off from traditional mass media promotion for budget reasons. The web will be considered beyond the concept of sites and focus substantially on the social networks. The social aspect of marketing communication online is a striking feature of the web today, where engagement and conversations occur not only between customers but also between companies and customers to stimulate the most powerful communication tool: word of mouth.
The primary purpose of this course is to provide marketers with an in-depth understanding of product development practices including innovation, product strategy and processes, customer needs, identification, idea generation, concept development and optimization, forecasting, and launch. The course will analyze the marketing development strategies of new entrepreneurial companies with low budgets and little or no brand development. An important component of the coursework features hands-on approaches to real-life business problems that require application of topics learned in the classroom. Students will be introduced to highly creative and effective experiential forms of learning ranging from case studies to business plans, entrepreneurs in the classroom, conducting entrepreneurial audits, working with concepts of marketing inventions, and consulting projects. Furthermore, students will be part of a dedicated lab team of cross-disciplinary learners led by faculty and advisers, and will collaborate with executives and representatives from real companies on comprehensive business issues. Coursework includes site visits to local companies and special guest lectures from local prominent entrepreneurs.
Pre-requisite: Foundational writing skills are not covered. Students are expected to apply a strong command of syntax, structure, and style according to the course topic.
This course looks at a variety of writing practices required of digital journalists and web writers, both in style and in subject matter. Students will gain experience writing diverse types of stories: investigative, news, feature, editorial, sports, entertainment, etc. They will learn how to write effectively for a targeted audience on a variety of digital platforms (such as websites including online versions of established media and wikis, blogs, applications and social media, multi-user communities and spaces, and smart device communication), document sources in a professional way, evaluate and critique their own publications, and about how online writing affects publication and interacts with social and civic participation. This course will also give students a further understanding of the principles, ethics, and practice of journalism in increasingly digitalized formats. This class includes experiential learning with CEMI.
This module gives an overview of the marketing function and some insight into its practice and associated ethical issues. Examining the range of uses of marketing in different types of organisations, students become familiar with investigating the overall socio-economic and business contexts in which marketers operate. The module introduces themes that will be developed in subsequent modules, such as consumer and organisational buyer behaviour and some of the ‘tools’ available to marketers.
Creating and managing successful brands is a source of competitive advantage to modern organizations. This module provides students with the fundamental understanding of brands, brand positioning and brand portfolio management. It engages students by practical demonstration of the effective use of marketing and branding tools. At the heart of an effective brand strategy, is its seamless integration with the marketing mix. A successful brand plan does not only address how the brand will be communicated but also how it will be protected.
Site visits: Students will visit the Museum of Brands and the Peckham Market. Note: these visits are subject to change.
This module is rich in theory from consumer studies, psychology and sociology explaining why consumers behave the way they do and how marketers can use this information. Both customer and organisational decision-making processes are explored.
