AIMS AND CONTENT

LEARNING OUTCOMES

The course provides a broad introduction to the fundamentals of marketing, exploring the components of a marketing strategy. 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, SocialMedia, 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

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

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