Master Meetings

Orthodox and Critical Perspectives in Marketing

The course assumes students’ familiarity with the notion of marketing and what a marketing plan is about. Typically, these notions are acquired in any Principles of Marketing course or during the Marketing tutorial, which we offer before our Master programmes’ formal start.

Said marketing background is however too narrow, since: (1) it conceives of marketing as a science, leading to (2) normative and (3) merely profit-oriented implications, both in theoretical and managerial terms.

In order to overcome such a limited marketing vision, the course aims at:

• contrasting established (i.e. orthodox) and emerging (i.e. critical) perspectives on marketing, which helps problematize marketing objectives, outcomes, and publics,
• questioning the sense and the implications of companies’ customer orientation in times of digitalisation, complexification, and intensification of company-stakeholders relationships,
• complementing the typical marketing funnel approach (as illustrated by the marketing plan) with a customer journey approach, and
• providing students with hands-on marketing experience, by means of a live case with a company.

The Culture of Media and Technology Companies

This module aims at

• Theorizing the concept of Corporate Culture and outlining the trajectory of the development of this study field.
• Introducing the key elements of Corporate Culture and offering students a framework to understand managing culture as a key dimension of corporate performance.
• Investigating case studies from different media and technology companies to help students to familiarize themselves with state-of-the-art in culture management and its opportunities and limitations.
• Developing a critical understanding of globalization in the media & technology industries and the challenges of transnational interaction in today’s business environment.