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CODE 64372
ACADEMIC YEAR 2017/2018
CREDITS
SCIENTIFIC DISCIPLINARY SECTOR SECS-P/08
LANGUAGE Italian
TEACHING LOCATION
SEMESTER 1° Semester
SECTIONING Questo insegnamento è diviso nelle seguenti frazioni:
  • A
  • B
    		•
    PREREQUISITES
    Propedeuticità in ingresso
    Per sostenere l'esame di questo insegnamento è necessario aver sostenuto i seguenti esami:
    • Business Administration 8697 (coorte 2015/2016)
    • BUSINESS ADMINISTRATION 41125 2015
    TEACHING MATERIALS AULAWEB

    AIMS AND CONTENT

    LEARNING OUTCOMES

    Course description

    The course provides a broad introduction to the fundamentals of marketing, exploring the components of an organization’s strategy of marketing, including how to price, promote, and distribute goods and services. Main subjects: Marketing and the Marketing process: Definitions; Analyzing the Marketing Environment; Understanding Consumer and Business Buyer Behavior; Designing a Customer-Driven Marketing Strategy; Products; Brands; Pricing; Marketing Channels: Retailing and Wholesaling; Promotion and Advertising; Online, Social Media, and Mobile Marketing: introduction.

    AIMS AND LEARNING OUTCOMES

    The aim of the course is to provide its students with the knowledge and skills necessary for the critical role of Marketing and its tools in the decision-making process, both in the strategic and operational dimensions, also through the analysis of business experiences in different markets.

    TEACHING METHODS

    Lectures. Industry guest lectures and case histories.

    SYLLABUS/CONTENT

    Marketing in business decision making: definitions
Marketing Function vs Commercial Function 
The analysis of demand: consumer customer and business customer
Customer needs. Buying behavior
The contribution of Sociology and Psychology to marketing strategies
Marketing and market research
Segmentation, targeting and placement
Product Policies
Brand Policies
Price policies
Distribution policies
Promotion policies
The role of the commercial strategy
Digital Marketing: Introductory Aspects

    RECOMMENDED READING/BIBLIOGRAPHY

    P. Kotler and G. Armostrong, Marketing: an Introduction, Last edition, Prentice Hall

    See also information published on Aulaweb

    TEACHERS AND EXAM BOARD

    Exam Board

    SILVIA BRUZZI (President)

    CLARA BENEVOLO

    GIORGIA PROFUMO

    RICCARDO SPINELLI

    LESSONS

    LESSONS START

    Sem: I

    Class schedule

    MARKETING A

    EXAMS

    EXAM DESCRIPTION

    Written exam

    ASSESSMENT METHODS

    Assessment 

    Written exam with open questions defined in order to evaluate  student's learning as well as the ability to independently make links between the different issues and to express a critical and up-to-date opinion.

    Exam schedule

    Data appello Orario Luogo Degree type Note
    10/01/2018 10:30 GENOVA Scritto
    24/01/2018 10:30 GENOVA Scritto
    07/02/2018 10:30 GENOVA Scritto
    05/06/2018 10:30 GENOVA Scritto fraz. A con accettazione online
    03/07/2018 10:30 GENOVA Scritto fraz. A con accettazione online
    14/09/2018 10:30 GENOVA Scritto fraz. A con accettazione online

    FURTHER INFORMATION

    Knowledge and understanding: Students will acquire adequate knowledge and effective understanding of the principles, methodologies and tools governing Marketing and the role it plays at strategic and operational level in value creation.
Ability to apply knowledge and understanding: Students will be able to apply acquired knowledge and understand and solve issues related to specific business and business contexts.
Judgment autonomy. Students will acquire a autonomous skills of evaluation both in theoretical and operational terms of the acquired knowledge, applying them critically to the various business contexts.
Communicative Skills. Students will acquire the technical language of the discipline in order to be able to communicate with both Marketers and specialists of other business functions.

    Prerequisites: Economia Aziendale