OVERVIEW

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.

AIMS AND CONTENT

LEARNING OUTCOMES

Basic issues in marketing management

AIMS AND LEARNING OUTCOMES

The student will be able to write a marketing plan and use the main tools available to marketing managers

TEACHING METHODS

Face to face lectures, paper discussion, exercises, contest participation

SYLLABUS/CONTENT

Market analysis (macro-segmentation): Abell and Porter models

Micro segmentation

Positioning

Marketing mix (price, place, product and promotion)

New forms of marketing e.g. Social media based marketing

Brand management

Service Marketing

RECOMMENDED READING/BIBLIOGRAPHY

Principles of Marketing, Kotler, Armstrong, Pearson Prentice Hall, newest editions. Further recommended readings will be available online during the course

TEACHERS AND EXAM BOARD

Exam Board

SILVIA MASSA (President)

SILVANO CINCOTTI (President Substitute)

MARCO RABERTO (President Substitute)

STEFANIA TESTA (President Substitute)

LESSONS

LESSONS START

https://corsi.unige.it/10716/p/studenti-orario

Class schedule

The timetable for this course is available here: Portale EasyAcademy

EXAMS

EXAM DESCRIPTION

Oral test

ASSESSMENT METHODS

oral test + paper discussion + project work for contest

Exam schedule