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, the course Economia e gestione delle imprese is recommended.

TEACHING METHODS

Lectures, managers' seminars, case histories. Individual/group works are possible.

The course is taught in Italian.

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

The textbooks will be indicated on Aulaweb, together with other bibliographical indications for in-depth study of the topics addressed in the course.

TEACHERS AND EXAM BOARD

Exam Board

SILVIA BRUZZI (President)

CLARA BENEVOLO

GIORGIA PROFUMO

RICCARDO SPINELLI

LESSONS

LESSONS START

First semester.

Class schedule

MARKETING A

EXAMS

EXAM DESCRIPTION

Written exam (in italian) with open-ended questions and multiple choice 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 METHODS

Exam schedule