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CODE 64372
ACADEMIC YEAR 2021/2022
CREDITS
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 2019/2020)
    • BUSINESS ADMINISTRATION 41125 2019
    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

    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
    10/01/2022 09:00 GENOVA Orale
    24/01/2022 09:00 GENOVA Orale
    02/05/2022 09:00 GENOVA Scritto
    06/06/2022 09:00 GENOVA Scritto
    20/06/2022 09:00 GENOVA Scritto
    04/07/2022 09:00 GENOVA Scritto
    05/09/2022 09:00 GENOVA Scritto