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 contests
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 + Principles of Marketing by Kotler and Armstrong, Pearson Prentice Hall, latest editions
Ricevimento: By appointment, either online (via Microsoft Team) or in office
STEFANIA TESTA (President)
SILVANO CINCOTTI
SILVIA MASSA
LINDA MADDALENA PONTA
MARCO RABERTO
SILVANA FRASCHERI (President Substitute)
https://corsi.unige.it/8734/p/studenti-orario
Project work and written exam.
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 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
