Marketing can no longer be considered as one of the functions of the company but it is increasingly identified with its overall management, constituting the cultural essence of the entire corporate system. Marketing is therefore broadly intended as a way to manage the enterprise and as a vision to successfully tackle current market competition.
Basic issues in marketing management
The student will be able to write a marketing plan
Face to face lectures, paper discussion, exercises, contest participation
Market analysis (Abell model, BCG, GE and Porter models)
Segmentation
Positioning and SWOT analysis
MArketing mix definition
Marketing Management Millenium Edition, Tenth Edition, by Philip Kotler, 2000 by Prentice-Hall, Inc. + slides and articles available on aula web
GIOVANNI LOMBARDO (President)
STEFANIA TESTA (President)
GIAN CARLO CAINARCA
LUCIA CASSETTARI
SILVIA MASSA
LINDA MADDALENA PONTA
MARCO RABERTO
In accordance with official calendar
Oral test
oral test + paper discussion + project work for contest
