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

At the end of the course, students will be able to

- describe principles, methodologies and tools that govern Marketing at both strategic and operational levels

- apply acquired knowledge to real situations and solve problems related to specific business and enterprise contexts

- use acquired knowledge to interpret reality with a critical attitude

- use the technical language of the discipline to communicate clearly and constructively, dialoguing both with specialists from the same function and with specialists from different functions with a collaborative attitude

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.

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

Marketing in business decision making: definitions
Marketing Function vs Sales Function 
The analysis of demand: consumer customer and business customer
Customer needs analysis
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

The course is taught in the first semester, following the calendar and schedule defined by the Department of Economics.
Schedule and classrooms are available at the Easyacademy link.

Class schedule

MARKETING A

EXAMS

EXAM DESCRIPTION

Written exam (in italian) with open-ended 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

FURTHER INFORMATION

The lecturer analyzed the results of the teaching evaluation questionnaires relating to the previous academic year and took them into account in the planning of this edition, with a continuous improvement approach.