Marketing is a constantly evolving discipline that supports the company in managing the relationship with the customer, so as to acquire a lasting competitive advantage. Within this framework, the course aims to provide students with the knowledge and skills necessary for a critical understanding of the role of Marketing, the skills needed to use the tools of Marketing, in the strategic and operational dimensions, also in consideration of the most recent market dynamics.
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 The aim of the course is to provide students with the knowledge and skills necessary for understunding the critical role of Marketing and its tools in the decision-making processes, both in the strategic and operational dimensions, also through the analysis of business experiences in different markets.
Learning Outcomes 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. Communication 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.
In addition to the propaedeuticity of Economia Aziendale, being a Marketing course, the notions of teaching Economia e gestione delle imprese are required.
Lectures. Managers seminars and case histories.
Marketing in business decision making: definitions Marketing Function vs Sales Function The analysis of demand: consumer customer and business customer Customer needs. Buyer behavior Marketing and market research Segmentation, targeting and placement Product Policies and Brand Policies Price policies Distribution policies Promotion policies The role of the sales policy Digital Marketing: Introduction
Book reference
A. Burresi, G. Aiello e S. Guercini (a cura di), Marketing per il governo dell'impresa, Giappichelli Editore, 2006.
See also information published on Aulaweb
Ricevimento: Office hours for students: Tuesday h 11-13.
SILVIA BRUZZI (President)
CLARA BENEVOLO
GIORGIA PROFUMO
RICCARDO SPINELLI
First semester
MARKETING A
The exam includes a test with open-ended questions.
Assessment
Test examination with open questions, also taken from economic information sources, 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. The evaluation parameters of the test are the following: completeness, accuracy, logical explanation, expressive adequacy.
For the attending students in itinere and intermediate tests are included.
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.
