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
Marketing mix
Service Marketing
Social media based marketing
Brand management
Principles of Marketing, Kotler, Armstrong, Pearson Prentice Hall, 2011. Further recommended readings will be available online during the course
Ricevimento: Office number 7, palazzina Delfino, Campus, Savona, on appointment
GIAN CARLO CAINARCA (President)
SILVANO CINCOTTI
MARCO RABERTO
SILVIA MASSA (President Substitute)
STEFANIA TESTA (President Substitute)
21st September 2020
Oral test
oral test + paper discussion + project work for contest
