Marketing Management I

Dr. Silvia Vianello

SS 1 Understanding
Marketing Management

Silvia.Vianello@spjain.org
 Academic Background
1998-2000
B.A. Marketing

M.S. Business
Administration 2002

2003
P.h.D in
Economics and
Organization
2004
Professor
and Academic
Coordinator
2007

Executive Course 2018

 Additional Academic Teaching Experience

2008-2017

Marketing
Professor

2008-2017

2008-2014

2014-2017 Visiting Professor

2014-2017
 Past Professional Background (2008-2017)
Managing Director: Marketing Consulting Boutique

Industry Example of Clients Example of Topics

Food Eataly, Barilla, Bolton Digital Marketing and CRM

Fashion Fendi, Decathlon, Armani Omnichannel Strategy

Telco Vodafone, Tim, 3 Technology in Retail

Banking and Insurance Unicredit, CheBanca, AXA Online Mktg Strategy

Automotive Ford, FCA, VW, Audi Marketing Plan

Pharma Sigma-Tau, Pfizer, Angelini Social Media Plan

B2B GE, 3M, Shindler CRM, Pricing, Mktg

Strategy
 Professional Background (2017-2018):
Maserati Marketing Director MEAA

• Marketing Strategy
• CRM
• Marketing Communication
• Retail and Trade Marketing
• Digital Marketing
• Sponsorship
• Partnership
• Motor-shows
• Management

24 Countries:
• Asia
• Middle East
• Africa
• Oceania
The Book

6
 What is
Marketing?
What is Marketed?

Marketers market 10 main types of entities:

goods, services, events, experiences, persons, places,
properties, organizations, information, and ideas.
A simple marketing system
A Dramatically Changed Marketplace
A Dramatically Changed Marketplace
Holistic Marketing Dimensions
The New
Marketing
Realities
Marketing Management I
Dr.Silvia Vianello

SS 2 Developing Marketing
Strategies and Plans
Analyze the Environment
The Strategic Planning, Implementation,
and Control Processes
The Value Chain
Business Unit Strategic Planning
 SWOT Analysis

The overall evaluation of a company’s strengths, weaknesses, opportunities, and threats is

called SWOT analysis. It’s a way of monitoring the external and internal environment.
SWOT Analysis> Internal
SWOT Analysis> External
To evaluate opportunities, companies can use market opportunity
analysis (MOA) to ask questions like:

1. Can we articulate the benefits convincingly to a defined target

market(s)?
2. Can we locate the target market(s) and reach them with cost-
effective media and trade channels?
3. Does our company possess or have access to the critical capabilities
and resources we need to deliver the customer benefits?
4. Can we deliver the benefits better than any actual or potential
competitors?
5. Will the financial rate of return meet or exceed our required
threshold for investment?

An environmental threat is a challenge posed by an unfavorable trend

or development that, in the absence of
defensive marketing action, would lead to lower sales or profit.
SWOT Example
SWOT Example: Food Delivery
Goal Formulation
The Nature and Contents of a Marketing Plan
A marketing
plan usually
contains the
following
sections
Silvia.Vianello@spjain.org