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.
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.
Lectures. Industry guest lectures and case histories.
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
P. Kotler and G. Armostrong, Marketing: an Introduction, Last edition, Prentice Hall
See also information published on Aulaweb
Ricevimento: Monday h 11-13
SILVIA BRUZZI (President)
CLARA BENEVOLO
GIORGIA PROFUMO
RICCARDO SPINELLI
Sem: I
MARKETING A
Written exam
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.
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
