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
At the end of the course, students will be able to
- describe principles, methodologies and tools that govern Marketing at both strategic and operational levels
- apply acquired knowledge to real situations and solve problems related to specific business and enterprise contexts
- use acquired knowledge to interpret reality with a critical attitude
- use the technical language of the discipline to communicate clearly and constructively, dialoguing both with specialists from the same function and with specialists from different functions with a collaborative attitude
In addition to the propaedeuticity of Economia Aziendale, the course Economia e gestione delle imprese is recommended.
Lectures, managers' seminars, case histories. Individual/group works are possible.
Students who have valid certification of physical or learning disabilities and who wish to discuss possible accommodations or other circumstances regarding lectures, coursework and exams, should speak both with the instructor and with Professor Serena Scotto (scotto@economia.unige.it), the Department’s disability liaison.
Marketing in business decision making: definitions Marketing Function vs Sales Function The analysis of demand: consumer customer and business customer Customer needs analysis 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
The textbooks will be indicated on Aulaweb, together with other bibliographical indications for in-depth study of the topics addressed in the course.
Ricevimento: Tuesday h 11-13.
SILVIA BRUZZI (President)
CLARA BENEVOLO
GIORGIA PROFUMO
RICCARDO SPINELLI
The course is taught in the first semester, following the calendar and schedule defined by the Department of Economics. Schedule and classrooms are available at the Easyacademy link.
MARKETING A
Written exam (in italian) with open-ended questions.
In case of exam failure, students cannot take the exam on the following call (appello) and need to skip a date. They can take the exam on the following call if that call belongs to another exam session.
If students do not accept a positive grade (18 or more), they can take the exam on the following call.
Incoming mobility students do not have to skip a call in case of failure.
Assessment
The written exam ensures objectivity in the treatment of the students and requires them to write a logical and clear thinking on their own. The questions are formulated 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 lecturer analyzed the results of the teaching evaluation questionnaires relating to the previous academic year and took them into account in the planning of this edition, with a continuous improvement approach.
