OVERVIEW

Corporate marketing deals with the analysis of 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. In particular, marketing focuses on the coordination between demand and supply of goods and services, guiding management towards the creation of value propositions in line with emerging expectations in markets and society.

AIMS AND CONTENT

LEARNING OUTCOMES

The course pursues two specific educational objectives:
1. to provide students with the basic knowledge for the understanding of the functioning mechanisms of markets (with particular reference to competitive and consumer behaviours) and the company (with specific reference to the role, tasks and tools of the marketing function);

2. to train the basic skills helpful in solving simple marketing management problems, with particular reference to the operational management of the marketing levers.

AIMS AND LEARNING OUTCOMES

Learning objectives

The teaching unit aims to provide students with the theoretical and operational foundations of Marketing to: - develop a critical understanding of its role in creating value for the company; - develop the ability to use some tools in the context of business decision-making processes, both in the strategic and operational dimensions; - develop the ability to critically analyse business experiences gained in different market contexts.

Learning outcomes (Dublin descriptors)

At the end of the teaching unit, the student will be able to:

1. Describe (knowledge and understanding) principles, methodologies and tools that govern Marketing at both a strategic and operational level, in relation to business cases presented during the course.

2. Recognise (applying knowledge and understanding) the characteristics of markets and identify the most appropriate types of marketing to manage the relationship with the target market, based on proposed scenarios.

3. Apply (applying knowledge and understanding) the acquired knowledge to real situations and solve problems related to specific business and corporate contexts, through practical exercises.

4. Solve (applying knowledge and understanding) specific operational marketing problems connected to the management of the different components of the marketing mix, in exercises and practical cases.

5. Use (making judgements) the acquired knowledge to interpret business reality with a critical approach, in relation to cases discussed in class.

6. Use (communication skills) the technical language of the discipline to communicate clearly and interact both with specialists in the field and with specialists from different corporate functions, during presentations and class discussions.

7. Update (learning skills) the main topics covered independently, by consulting academic and professional sources. 

PREREQUISITES

For this course, the Economia Aziendale exam is a prerequisite.

Passing the Economia e gestione delle imprese exam is recommended. 

TEACHING METHODS

The teaching unit includes lectures, seminars with company testimonials, case analyses, individual and group practical exercises.

Please refer to the teaching page in Aulaweb for all the necessary updates during the academic year.

Students with a disability, specific learning disorders (SLD), or special educational needs certification must contact both the teacher and the Department's disability contact person, Prof. Serena Scotto (scotto@economia.unige.it), at the beginning of the lessons to agree on teaching and exam methods that, in compliance with the teaching objectives, take into account individual learning methods and allow the use of any compensatory tools.

Attendance is not compulsory. 

SYLLABUS/CONTENT

The teaching program outlines the fundamental phases of strategic management in a market-oriented company, with a focus on managing the marketing function.

The topics that will be covered are the following:

1. Marketing Management and the creation of value

2. Analysis of demand and purchasing behaviour

3. Market research

4. Segmentation, target selection and product positioning

5. Product policies and product innovation

6. Value communication policies

7. Distribution policies

8. Pricing policies

9. Planning, control metrics and organisational aspects of marketing.

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

LESSONS

LESSONS START

Classes are held in the first semester according to the calendar and timetable defined by the Department of Economics.

Timetable and classrooms can be found at: https://easyacademy.unige.it/portalestudenti/

Class schedule

The timetable for this course is available here: Portale EasyAcademy

EXAMS

EXAM DESCRIPTION

The exam consists of a written test with open-ended questions.

Online registration for the exam is mandatory.

If a student receives an insufficient grade, he/she cannot sit for the next exam; however, they are allowed to take the next exam if it is part of a different session.

Students who refuse a sufficient grade can sit the next exam.

Erasmus students can take the exam in any available session.

For students with SLD or disabilities, exam arrangements will be made in accordance with current regulations and University guidelines.

ASSESSMENT METHODS

The written test with open questions guarantees objectivity in the treatment of students and requires the autonomous writing of a logical and clear speech.

The questions are formulated to evaluate the student's level of learning, as well as the ability 1) to independently make connections between the different contents and between theory and practice, 2) to express a critical and updated evaluation, 3) to use the technical terminology of the discipline.

For students attending the course, ongoing learning assessment tests and practical exercises will be planned. These tests and exercises will cover the topics covered in class.

FURTHER INFORMATION

The teacher analysed the results of the teaching evaluation questionnaires for the previous academic year and took them into account in designing this edition, with a view to continuous improvement.

Contact the teacher for further information not included.