Business Strategy and Marketing Management

Data Inizio/Fine
08.01.2018 - 25.01.2018
Durata
3 weeks
Destinatari
Young graduates and professionals
Lingua
English
Borse di studio
15 Scholarship for Italian students

Three intensive weeks to develop a very practical look at the best practices to strength the brand image in consumers’ minds and to reflect upon the usage of emerging models to design new marketing strategies to be developed in different industries. Top international brands reach authentic, iconic and global status thanks to strategic, long-term product, brand and customer management decisions. Participants will experience how to use marketing and branding to build strong and enduring businesses and gain new insight into the importance and value of a strongly differentiated brand. This knowledge and skills can be immediately applied to leverage your brand for increased customer loyalty, competitive advantage and profitability. Strong brand examples from USA, Asia and Europe will be presented in order to provide an international perspective.
Participants will be provided with up-to-date tools for analysing a firm’s competitive environment, and for managing different types of industry settings on a cross-cultural approach to the markets, looking for new tools that should be used in the present internationalization.
Company visits to internationally successful Italian companies will enrich the competencies of the participants on business strategies and marketing management, offering the opportunity to integrate different points of view with a practical prospective from the business world.
The strong applicability of the course will allow participants to analyze major current highlights regarding the new consumer habits all over the world, comparing approaches in a multicultural class, where the ability to effectively interact with people from all over the world, to carry on team works reaching successful results, to create network and redefine boundaries will be fostered, while enjoying a multicultural experience in Italy.
The core program is complemented by the possibility to participate in two optional study tours, respectively to the World Trade Organization in Geneva and to the Fashion District of Milan.

Objectives

This intensive program is addressed to young graduates and professionals interested in Business Administration and motivated to broaden their knowledge, upgrade their job-related skills and boost their career. It aims to transfer the latest issues affecting branding and brand management, while developing the comprehension and capabilities of how brands create value, how to create and sustain strong brands, create competitive brand positioning, learn the key tools and techniques for managing a portfolio of brands, develop a more informed perspective on global branding, and how to capitalize on the ever-expanding world of new media. The brand management part is complemented with: definition of industry boundaries; characteristics to be accounted for when evaluating the potential profitability of different businesses; evolution of the industry’s competitive scenarios; advantages and disadvantages of the basic competitive strategies; pathways to strategic innovation.

A last part of the program aims to underline the most important focus points useful to design new marketing strategies to be developed in different industries, and retail key trends to better understand what could be the new competitive arena in the near future to catch and satisfy the new customers’ needs.
Program

International business strategy: people & markets
The globalization of markets and the role of distance
The analysis of foreign market attractiveness
The internationalization process
The foreign entry modes
The analysis of firms' international activities
The cross-cultural approach
Acquainted and non-acquainted markets
First, second and third mover strategies

Brand Management
Modern Brand Management concepts
Codes of the Luxury industry. Signs, Symbols, Lifestyle
Characteristics and development of a luxury goods brand. Creating emotions, experience
Anti-laws of luxury marketing. Building brand identity
Increasing Equity through Brand extensions. Entering the dream
The Licensing lifecycle. Timing, Coherency, Re-investment
Benchmark Brand Case Study: Luxury takes time to develop
Current Luxury brand management practices: Co-Branding, Merchandising, New categories

New consumer behaviour and retail issues
TradingUp vs.TradingDown
The modern revolution of Low Cost products and services
How we Buy: Men, Women, Baby Boomers and Kids
Worldwide retail trends and distribution channels
The 3 pillars of a perfect shop
Merchandising, Location&Store Design, Personnel & Point-of-Sale Management
The example of Fashion shops
Creativity management.
Teaching methods

The program features 48 hours of lectures and 40 hours of practical didactic activities, inclusive of company visits and project works. Activities are scheduled from Monday to Thursday, from 9.00 am to 6.00 pm.
The didactic methodology is of an active type, oriented to an effective involvement of participants, who are engaged in practical activities, teamwork, discussion of business cases, simulations and exercises, in order to effectively transmit and practice what have been learnt day by day.
Fee and scholarships

The tuition fee is € 4,600.00 + 22% VAT.

Scholarship
70% of the tuition fee
Tuition fee with scholarship awarded: € 1,380.00 + 22% VAT
Award criteria: first come first served basis
Number of scholarship available: 15
Deadline for application: 2017, June 30th.
Contacts

International Project staff
Phone number: 0444 333744
E-mail address: int@cuoa.it
Skype contact: cuoa.international.projects.