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 theoretical and operational foundations of Marketing to - develop a critical understanding of its role in the creation of business value; - develop skills in the use of certain tools in business decision-making processes, both in the strategic and operational dimensions; - develop the ability to analyse business experiences gained in different market contexts.
Learning Outcomes The course aims to train professionals capable of - describing the principles, methodologies and tools that govern Marketing at both strategic and operational levels - developing adequate learning skills in order to be able to continue to update the main topics covered, also independently - applying the acquired knowledge to real situations and solve problems related to specific business contexts - using the acquired knowledge with autonomous evaluation skills - using the technical language of the discipline in order to communicate clearly and converse with both specialists in the discipline and specialists from different business functions.
In addition to the propaedeuticity of Economia Aziendale, being a Marketing course, the notions of the course Economia e gestione delle imprese are required.
Lectures, managers' seminars, 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 for Erasmus Students who wants to study Marketing in English:
P. Kotler and G. Armostrong, "Marketing: an Introduction", 12 Edition, Prentice Hall, 2015.
See also information published on Aulaweb
Ricevimento: Office hours for students: Tuesday h 11-13.
SILVIA BRUZZI (President)
CLARA BENEVOLO
GIORGIA PROFUMO
RICCARDO SPINELLI
SIMONE POLEDRINI (President)
CAROLINA BRUZZI
First semester
MARKETING A
Written exam with open questions.
Assessment
The written exam ensures objectivity in the treatment of the students and requires them to write a logical and clear speech independently. The questions are formulated in such a way as to assess the student's degree of learning, as well as their ability 1) to make autonomous connections between the various contents and between theory and practice, 2) to express a critical and up-to-date evaluation, 3) to use the technical terminology of the discipline.
The parameters for assessing the exam, identified in the evaluation grid, are: completeness, accuracy, logical explanation, expressive adequacy.
