Marketing environment

Overview

Marketing activities cannot be set up and carried out without making reference of the overall environment in which the company and, more generally, the organisation operates. Many factors (demographic, cultural, economic, etc.) and many figures (competitors, suppliers, intermediaries, etc.) come into play to affect marketing policy strategies and results. Every marketing manager must therefore be fully aware of the marketing environment and be able to analyse it and relate to it in the most effective and profitable way.

 

Objectives

The marketing environment course will enable you to fully understand how the micro- and macro- environments in which every organisation operates may represent opportunities or threats for the business and how to most adequately relate to them. All components, players and forces of the micro- and macro- environments will be analysed in detail and, through examples and concrete cases, the strategic options for reacting and adapting to environmental dynamics will be studied. Particular focus will be placed upon demographic, technological and cultural trends which can influence business development.

 

Recipients

The course is aimed at those who wish to acquire a specific competency in marketing environment strategic analysis.

 

Contents

THE MICRO-ENVIRONMENT
  • The company
  • The suppliers
  • Marketing intermediaries
  • The competition
  • The public
  • The customers
THE MACRO-ENVIRONMENT
  • The demographic environment
    • Changes in age groups: the Baby Boomer generation; ;
    • the X generation;
    • the Y generation;
    • generational marketing;
    • changes in the family structure;
    • geographical population mobility;
    • increases in education levels;
    • increase in diversity;
  • The economic environment
    • Changes in income levels
    • Changes in expenditure models
  • The physical environment
  • The technological environment
    • The political and social environment
    • Company law and political-cultural agencies
    • Social commitment
    • Cause-related marketing
  • The cultural environment
    • The persistence of cultural values
    • The evolution of secondary cultural values
      • The way we see ourselves
      • The way we see others
      • The way we see organisations
      • The way we see nature

 

Teaching methods

In line with the Rome Business School’s general approach and the best international standards, the course is designed with the aim of providing excellent training with an emphasis to its concrete application in the job, professional and company markets.

Therefore, the course involves both mainly one way teaching phases – to accurately transfer the reference conceptual models – and practical application sessions aimed at developing your operational and management capabilities.

Your progress in the subjects taught will be tested and consolidated through exercises related to actual managerial cases.

 

Modes of attendance

This course can be attended in three ways:

  1. On campus
  2. On line, via a cutting-edge web platform
  3. In house, i.e. at your workplace

 

Benefits

Whichever way you choose to take the course, you will receive:

CERTIFICATE

At the end of the course, you will be presented with a named participation certificate.

HIGH QUALITY LECTURES

Our teachers are renowned trainers and managers who come from a multitude of operational and professional environments. They are therefore able to bring a wealth of up to date experience and competency.

LEARNING MATERIALS

All participants in this course will be provided with a wealth of documentation, including slide presentations, case studies and exercises.

CAREER-SERVICE

If you wish, participation in this course will entitle you to:

  • Having your CV inserted in the Rome Business School database and distributed to companies, organizations and head hunters of the Rome Business School’s international network;
  • The review and editing of your CV;
  • Support in managing your job interviews.

REGISTRATION IN THE ROME BUSINESS SCHOOL ALUMNI ASSOCIATION

Participation in the Master’s course entitles you to be enrolled in the Rome Business School Alumni Association, the international network through which students of the Rome Business School can share ideas, experiences and projects.

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