Knowledge of the basics of a strategic and operational Marketing Plan, its preparation and related management. To know: how to define and protect the values of a Brand and of a Company; the Product implementation; the impact of different communication channels; how to evaluate and assess the competitive positioning of Products and Brands on the market; the potential and working methodology for the best Customer Relationship Management. Capability to develop a Marketing & Product Plan, and to measure the results from both the profitability and sustainability standpoint.

To have interest in problem solving and an open mind: Marketing is not an exact and “written in stone” science.

1. Marketing and Planning general concepts a. Historical outlines and Marketing Development – from Traditional to Digital Marketing b. The Imperative of Sustainability c. Strategic and Operational Marketing d. Marketing and Automotive Market Today 2. Automotive Market a. External Context and Macro-trends affecting the Industry; Carbon Net Zero industry b. The Market and its Breakdown, Competition and Competitive Positioning c. Consumers or Prosumers: present Needs and future Desires, Scenarios and Market Research 3. To Future Products a) What is a Product b) Brand and Branding c) Innovation process d) The Advantages of Tomorrow’s Products. 4. The Proposal of New Products a) Product and Process Development Process focused on gates to assess alignment to customers expectations b) Contents definition and pricing strategies against competitors c) Business case assessment d) Lifecycle Management 5. Principles of Communication Strategy a) Goals b) Integrated Marketing Communication c) Communication Channels d) Logo, Brand Identity and Brand Value 6. Economics and Corporate Finance a. Profit & Loss, Balance Sheet, Cash Flow b. Valuation methodologies c. Stock Markets 7. Tomorrow’s Marketing a. Marketing Evolution and Newcomers b. Sustainability & Marketing

Course characterized by strong industrial experience content. The lessons are held by former Stellantis manager, as part of the Partnership Agreement among Politecnico di Torino and Stellantis. Thanks to the connection with Stellantis, some visits to industrial sites are organized to better know past and future of automotive.

The course is organized as follows: - lessons in classroom (51 hours) - exercises in classroom (9h) A mandatory project work, by groups, will be assigned at the beginning of the course and it must be developed in groups of 3-5 members. The students must upload their work on Portale della Didattica at least 10 days before the first part of the exam (i.e before the written exam). As “Brand Exercise”, students must individually study history of a brand, proposing a valuable future strategy for this.

Further readings for a deeper knowledge of the subject: 1. Marketing 4.0 – Philip Kotler, Hermawan Katrajaya, Iwan Setiwan 2. Purple Cow. Transforming your business by being remarkable – Seth Godin 3. The Carbon Almanac. It’s not too late – The Carbon Almanac Network. Foreword by Seth Godin

Lecture slides; Lecture notes; Text book; Video lectures (current year); Video lectures (previous years); Student collaboration tools;

Exam: Written test; Compulsory oral exam; Group project;

The exam has the aim of evaluating the knowledge about the strategic and operational marketing, the automotive scenarios and the strategies to be used to plan new products, the impact of different communication channels, evaluation and assessment of the competitive positioning of products and brands on the market, as well as their capability to develop a marketing and product plan for the launch of a new product/service measuring it from both the profitability and sustainability standpoints. The 3 hours written exam, counting for 40% of the total final grade, is composed of: • 3 open questions on the course topics, with score for each answer from 0 to 5 points • 1 additional open question referred to the individual “Brand Exercise” scoring from 0 to 7 points • 1 simulation of alternative scenarios to be calculated motivating the proposed choice scoring from 0 to 8 points The grade of the written exam (if accepted by the student) is valid for the entire academic year. The Project Work, the content and the individual illustration accounting for 30% of the total final grade: • During the oral exam session, students by group are requested to illustrate the Project Work assigned at the beginning of the course and developed in groups: If students of a group want to attend the exam in different session, each time the Project Work has to be presented. Students must upload the Project Work on Portale della Didattica at least 10 days before the written exam The oral examination, counting for 30% of the total final grade: • Discussion focused on open points from the written test and additional questions on main topics of the course

In addition to the message sent by the online system, students with disabilities or Specific Learning Disorders (SLD) are invited to directly inform the professor in charge of the course about the special arrangements for the exam that have been agreed with the Special Needs Unit. The professor has to be informed at least one week before the beginning of the examination session in order to provide students with the most suitable arrangements for each specific type of exam.