Marketing is a discipline that supports the company in managing the relationship with the customer, so as to acquire a lasting competitive advantage. In this framework, the course is designed to provide students with an understanding of marketing tools, both in the strategic and operational dimensions, and their applications.
The aim of this course is to provide the basic concepts on the management of the marketing process, broken down into its most important activities (market segmentation, marketing mix design, etc.).
Attendance and active participation in lessons, together with individual study, will allow students to:
- Know the marketing process, broken down into its most important activities
- Recognize the characteristics of the markets and identify the most appropriate types of marketing to manage the relationship with the target market
- Conduct a market analysis
- Solve specific operational marketing problems, related to the management of the different components of the marketing mix
- Set up a marketing plan
Lectures, exercises, paper discussion, participation in national contest, seminars. Students who have certifications for Specific Learning Disorders (SLD), disabilities or other educational needs are invited to contact the teacher and the contact person for disability of the Polytechnic School, Prof. Federico Scarpa (federico.scarpa@unige.it), at the beginning of the course to agree on any teaching methods that, in compliance with the objectives of the course, take into account individual learning methods
Marketing as a process: main activities
Analysis of the reference market (macro-segmentation): Abell model, Porter
Micro segmentation and market opportunities
Product portfolio analysis tools: BCG model, McKinsey
Positioning and SWOT
Marketing mix strategies, objectives and programs (price, product, communication and distribution)
The new forms of marketing induced by digitalization
Brand management
Service Marketing
Sustainable Marketing
Articles available on aula web + Lecture notes + Principles of Marketing by Kotler and Armstrong, Pearson Prentice Hall, latest editions. Chapters mentioned in Lecture notes refer to 14th edition
Ricevimento: By appointment, either online (via Microsoft Team) or in office, by sending email (stefania.testa@unige.it)
STEFANIA TESTA (President)
SILVIA MASSA
SILVANO CINCOTTI (President Substitute)
SILVANA FRASCHERI (President Substitute)
LINDA MADDALENA PONTA (President Substitute)
MARCO RABERTO (President Substitute)
https://corsi.unige.it/en/corsi/8734/studenti-orario
Written exam. An optional project work is also proposed which consists of participation in a national contest. Each group must prepare a ppt presentation. The results of the project work and the written test are published on the web-classroom.
The project work assesses the ability to apply approaches, methods and tools in the context of marketing.
The written exam assesses the ability to understand the theories underlying the approaches, methods and tools applicable in the context of marketing as well as the student's ability to reasoning critically.
Students who have valid certification of physical or learning disabilities on file with the University and who wish to discuss possible accommodations or other circumstances regarding lectures, coursework and exams, should speak both with the instructor and with Professor Federico Scarpa (federico.scarpa@unige.it ), the School's disability liaison.
