CODE 64372 ACADEMIC YEAR 2024/2025 CREDITS 9 cfu anno 3 ECONOMIA AZIENDALE 8697 (L-18) - GENOVA SCIENTIFIC DISCIPLINARY SECTOR SECS-P/08 LANGUAGE Italian TEACHING LOCATION GENOVA SEMESTER 1° Semester SECTIONING Questo insegnamento è diviso nelle seguenti frazioni: A B PREREQUISITES Propedeuticità in ingresso Per sostenere l'esame di questo insegnamento è necessario aver sostenuto i seguenti esami: Business Administration 8697 (coorte 2022/2023) BUSINESS ADMINISTRATION 41125 A BUSINESS ADMINISTRATION 41125 D BUSINESS ADMINISTRATION 41125 C BUSINESS ADMINISTRATION 41125 B TEACHING MATERIALS AULAWEB OVERVIEW Corporate marketing has a dual objective: to satisfy the customers to whom the company offers its products / services; to increase the profitability and competitiveness of the company itself. Consistent with this dual purpose, the course analyzes the concepts and methodologies developed by the marketing discipline to effectively manage the different phases of the process through which companies create value for the customer and develop their competitiveness. 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 The course pursues two specific educational objectives: 1. transferring to students the basic knowledge for understanding the mechanisms of market functioning; 2. training the basic skills needed to solve simple problems in managing the relationship with customers and competitors. At the end of the course, the students will be able to: 1. recognize the characteristics of the markets and identify the most appropriate types of marketing to manage the relationship with the target market; 2. conduct a market analysis 3. solve specific marketing problems connected to the management of the various components of the marketing mix; 4. set up a marketing plan. Moreover, through active involvement in the scheduled educational activities, at the end of the course, students will also acquire the following skills: Proficiency in effectively managing social interactions, adopting a collaborative attitude, and engaging in constructive communication in institutional and professional contexts. The ability to develop their imagination and creativity, critical thinking, and problem-solving orientation, particularly in innovation processes. These skills are of fundamental importance for effectively learning the topics covered in the course and for success in the professional field. TEACHING METHODS The course consists of lectures, seminars, case studies, and exercises. A monographic part is provided on the topic of "Marketing and Sustainability". Students who have valid certification of physical or learning disabilities and who wish to discuss possible accommodations or other circumstances regarding lectures, coursework and exams, should speak both with the instructor and with Professor Serena Scotto (scotto@economia.unige.it), the Department’s disability liaison. SYLLABUS/CONTENT Main subjects: 1. Marketing and the Marketing process: Definitions; 2. Analyzing the Marketing Environment; 3. Understanding Consumer and Business Buyer Behavior; 4. Designing a Customer-Driven Marketing Strategy; 5. Marketing mix: Products; Brands; Pricing; Marketing Channels: Retailing and Wholesaling; Promotion and Advertising; 6. An introduction to Online, Social Media, and Mobile Marketing 7. The Marketing Plan RECOMMENDED READING/BIBLIOGRAPHY The recommended textbook is: Ferrero, G. (a cura di), Marketing e creazione del valore, G. Giappichelli Editore, Torino, 2023 (III ed.) (in press) Erasmus students who prefer to take their exam in English, may study on the following textbook: Lambin, J.J. and Schuiling, I. (2012), Market-driven Management: Strategic and Operational Marketing, Palgrave Macmillan. TEACHERS AND EXAM BOARD NICOLETTA BURATTI Ricevimento: The student office hours are scheduled on Wednesday, at 2,30 p.m. at the professor's office (Room I.1029. Level I, Department of Economics, Via Vivaldi 5. 16126, Genoa). A call on Teams may replace a meeting in person. It is recommended in both cases to contact the professor in advance for an appointment by sending an email to: buratti@economia.unige.it CIDATMA-FRANCESCO VITELLARO Ricevimento: The student office hours are scheduled on Wednesdays at 2:30 PM at the professor's office (Room I.145, Level I, Department of Economics, Via Vivaldi 5, 1612 6, Genoa) or on Teams. In both cases, it is necessary to contact theprofessor via email in advance to arrange an appointment. Exam Board NICOLETTA BURATTI (President) GIORGIA PROFUMO CIDATMA-FRANCESCO VITELLARO (President Substitute) LESSONS LESSONS START I semester Class schedule The timetable for this course is available here: Portale EasyAcademy EXAMS EXAM DESCRIPTION The exam includes a test with open-ended questions. ASSESSMENT METHODS For students attending the course, there will be tests which will take the form of practical exercises on the topics carried out in class. The exercises can be carried out in groups. Exam schedule Data appello Orario Luogo Degree type Note 17/12/2024 11:00 GENOVA Scritto 14/01/2025 11:00 GENOVA Scritto 28/01/2025 11:00 GENOVA Scritto 03/06/2025 09:00 GENOVA Scritto 17/06/2025 09:00 GENOVA Scritto 02/07/2025 09:00 GENOVA Scritto 09/09/2025 09:00 GENOVA Scritto Agenda 2030 - Sustainable Development Goals Responbile consumption and production Climate action OpenBadge PRO3 - Soft skills - Sociale base 1 - A PRO3 - Soft skills - Creazione progettuale base 1 - A