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MARKETING

CODE 64372
ACADEMIC YEAR 2021/2022
CREDITS
  • 9 cfu during the 3nd year of 8697 ECONOMIA AZIENDALE(L-18) - GENOVA
  • SCIENTIFIC DISCIPLINARY SECTOR SECS-P/08
    LANGUAGE Italian
    TEACHING LOCATION
  • GENOVA
  • SEMESTER 1° Semester
    SECTIONING This unit is divided into 2 sections:
    PREREQUISITES
    Prerequisites
    You can take the exam for this unit if you passed the following exam(s):
    • Business Administration 8697 (coorte 2019/2020)
    • BUSINESS ADMINISTRATION 41125
    TEACHING MATERIALS AULAWEB

    OVERVIEW

    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.

    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

    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.

    PREREQUISITES

    In addition to the propaedeuticity of Economia Aziendale, being a Marketing course, the notions of the course Economia e gestione delle imprese are required.

    TEACHING METHODS

    Lectures, managers' seminars, case histories.

    SYLLABUS/CONTENT

    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

    RECOMMENDED READING/BIBLIOGRAPHY

    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

    TEACHERS AND EXAM BOARD

    Exam Board

    SILVIA BRUZZI (President)

    CLARA BENEVOLO

    GIORGIA PROFUMO

    RICCARDO SPINELLI

    SIMONE POLEDRINI (President)

    CAROLINA BRUZZI

    GIORGIA PROFUMO

    RICCARDO SPINELLI

    LESSONS

    LESSONS START

    First semester

    Class schedule

    MARKETING A

    EXAMS

    EXAM DESCRIPTION

    Written exam with open questions.

    ASSESSMENT METHODS

    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.

    Exam schedule

    Date Time Location Type Notes
    11/01/2022 11:00 GENOVA Scritto
    25/01/2022 11:00 GENOVA Scritto
    09/02/2022 11:00 GENOVA Scritto
    05/05/2022 11:30 GENOVA Scritto Appello straordinario riservato esclusivamente ai laureandi a.a. 2020/21.
    06/06/2022 14:00 GENOVA Scritto
    06/07/2022 13:00 GENOVA Scritto
    20/07/2022 15:00 GENOVA Scritto
    06/09/2022 11:00 GENOVA Scritto