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.
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
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.
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.
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
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.
Ricevimento: On Wednesday, at 2,30 p.m. Upon continuation of restrictions resulting from the covid-19 health emergency, in-person reception will be replaced by online reception upon request, by sending an email at: buratti@economia.unige.it
NICOLETTA BURATTI (President)
GIORGIA PROFUMO
I semester
The exam includes a test with open-ended questions.
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.
