CODE 64372 ACADEMIC YEAR 2020/2021 CREDITS 9 cfu anno 3 ECONOMIA AZIENDALE 8697 (L-18) - GENOVA 6 cfu anno ECONOMIA E COMMERCIO 8699 (L-33) - GENOVA 6 cfu anno ECONOMIA DELLE AZIENDE MARITTIME, LOGISTICA E TRASP. 8698 (L-18) - GENOVA 6 cfu anno MANAGEMENT 8707 (LM-77) - GENOVA SCIENTIFIC DISCIPLINARY SECTOR SECS-P/08 LANGUAGE Italian TEACHING LOCATION GENOVA 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 2018/2019) BUSINESS ADMINISTRATION 41125 2018 TEACHING MATERIALS AULAWEB OVERVIEW Corporate marketing has a dual objective: to satisfy the customers to whom the company offers its products / services; to increase the profitability and competitiveness of the company itself. Consistent with this dual purpose, the course analyzes the concepts and methodologies developed by the marketing discipline to effectively manage the different phases of the process through which companies create value for the customer and develop their competitiveness. 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 course pursues two specific educational objectives: 1. transferring to students the basic knowledge useful for understanding the mechanisms of market functioning; 2. training the basic skills needed to solve simple problems in managing the relationship with customers and competitors. At the end of the course the students will be able to: 1. recognize the characteristics of the markets and identify the most appropriate types of marketing to manage the relationship with the target market; 2. conduct a market analysis 3. solve specific marketing problems connected to the management of the various components of the marketing mix; 4. set up a marketing plan. TEACHING METHODS The course consists of lectures, seminars, case studies, and exercises. A monographic part is provided on the most innovative trends in brand management and communication. SYLLABUS/CONTENT Main subjects: 1. Marketing and the Marketing process: Definitions; 2. Analyzing the Marketing Environment; 3. Understanding Consumer and Business Buyer Behavior; 4. Designing a Customer-Driven Marketing Strategy; 5. Marketing mix: Products; Brands; Pricing; Marketing Channels: Retailing and Wholesaling; Promotion and Advertising; 6. An introduction to Online, Social Media, and Mobile Marketing 7. The Marketing Plan RECOMMENDED READING/BIBLIOGRAPHY The recommended textbook is: Ferrero, G. (a cura di), Marketing e creazione del valore, G. Giappichelli Editore, Torino, 2018 (II ed.) Erasmus students who prefer to have their exam in English, may study on the following textbook: Lambin, J.J. and Schuiling, I. (2012), Market-driven Management: Strategic and Operational Marketing, Palgrave Macmillan. TEACHERS AND EXAM BOARD NICOLETTA BURATTI Ricevimento: http://www.economia.unige.it/index.php/il-dipartimento/personale/docenti-ad-economia/80-nicoletta-buratti Exam Board NICOLETTA BURATTI (President) GIORGIA PROFUMO LESSONS LESSONS START I semester Class schedule The timetable for this course is available here: Portale EasyAcademy EXAMS EXAM DESCRIPTION The exam includes a test with open-ended questions. ASSESSMENT METHODS For students attending the course, there will be tests which will take the form of practical exercises on the topics carried out in class. The exercises can be carried out in groups. Exam schedule Data appello Orario Luogo Degree type Note 25/01/2021 09:30 GENOVA Orale 09/02/2021 09:30 GENOVA Orale 03/05/2021 09:00 GENOVA Orale 04/06/2021 09:30 GENOVA Orale 18/06/2021 09:30 GENOVA Orale 16/07/2021 09:30 GENOVA Orale 08/09/2021 09:30 GENOVA Orale