AIMS AND CONTENT

AIMS AND LEARNING OUTCOMES

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

TEACHING METHODS

Lectures, exercises, paper discussion, participation in national contests

SYLLABUS/CONTENT

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

RECOMMENDED READING/BIBLIOGRAPHY

Articles available on aula web + Principles of Marketing by Kotler and Armstrong, Pearson Prentice Hall, latest editions

TEACHERS AND EXAM BOARD

Exam Board

STEFANIA TESTA (President)

SILVANO CINCOTTI

SILVIA MASSA

LINDA MADDALENA PONTA

MARCO RABERTO

SILVANA FRASCHERI (President Substitute)

LESSONS

LESSONS START

https://corsi.unige.it/8734/p/studenti-orario

Class schedule

The timetable for this course is available here: Portale EasyAcademy

EXAMS

EXAM DESCRIPTION

Project work and written exam. 

ASSESSMENT METHODS

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.

Exam schedule

FURTHER INFORMATION

Students with certification of SLD, disability or other special educational needs are advised to contact the teacher at the beginning of the course to agree on examination methods that, in compliance with the objectives of the course, take into account individual learning methods