| CODE | 66300 |
|---|---|
| ACADEMIC YEAR | 2021/2022 |
| CREDITS | 6 credits during the 1st year of 8734 Management Engineering (LM-31) GENOVA |
| SCIENTIFIC DISCIPLINARY SECTOR | ING-IND/35 |
| LANGUAGE | Italian (English on demand) |
| TEACHING LOCATION | GENOVA (Management Engineering) |
| SEMESTER | 1° Semester |
| MODULES | This unit is a module of: |
| TEACHING MATERIALS | AULAWEB |
Marketing can no longer be considered as one of the functions of the company but it is increasingly identified with its overall management, constituting the cultural essence of the entire corporate system. Marketing is therefore broadly intended as a way to manage the enterprise and as a vision to successfully tackle current market competition.
Basic issues in marketing management
The student will be able to write a marketing plan and use the main tools available to marketing managers
Face to face lectures, paper discussion, exercises, contest participation
Market analysis (macro-segmentation): Abell and Porter models
Micro segmentation
Positioning
Marketing mix (price, place, product and promotion)
New forms of marketing e.g. Social media based marketing
Brand management
Service Marketing
Principles of Marketing, Kotler, Armstrong, Pearson Prentice Hall, newest editions. Further recommended readings will be available online during the course
Office hours: Office number 7, palazzina Delfino, Campus, Savona, on appointment
SILVIA MASSA (President)
SILVANO CINCOTTI (President Substitute)
MARCO RABERTO (President Substitute)
STEFANIA TESTA (President Substitute)
All class schedules are posted on the EasyAcademy portal.
Oral test
oral test + paper discussion + project work for contest
| Date | Time | Location | Type | Notes |
|---|---|---|---|---|
| 21/12/2021 | 10:00 | GENOVA | Orale | |
| 07/01/2022 | 10:00 | GENOVA | Orale | |
| 07/02/2022 | 10:00 | GENOVA | Orale | |
| 06/06/2022 | 10:00 | GENOVA | Orale | |
| 14/09/2022 | 10:00 | GENOVA | Orale |