Marketing studies how to create value and competitive advantage to understand, anticipate and satisfy customer needs. Therefore, marketing analyzes the market, identifies target audiences and develops strategies to promote goods or services. It integrates product, communication, distribution and price to influence purchasing decisions and build lasting relationships between company and customer.
The course aims to: 1. Provide essential preparation in the field of strategic and operational marketing concerning practical cases of companies from both the national and international contexts. 2. Develop an integrated understanding of the different marketing techniques with reference mainly to the business-to-consumer context but also to the business-to-business one. 3. Complete preparation in the managerial field by providing the knowledge and skills necessary to develop a critical ability to analyze the different company phenomena and problems. 4. Increase knowledge of the real world through the presentation of both in-person seminars and the study of business cases. 5. Lastly, promote broad-spectrum cultural training for developing critical skills and in-depth study of the topics of most significant interest for developing businesses in their reference markets.
Since this is a course that has the propaedeutic nature of Business Economics and Business Economics and Management, the student must have acquired, during the previous course, the following knowledge necessary to address the topics of the course:
Such knowledge is assumed to be acquired and constitutes the necessary foundations for understanding the topics of the course and taking the exams.
The course consists of lectures, for a total of 36 hours. Attendance at lectures is not mandatory, as per the Teaching Regulations. Each lesson includes a theoretical part with the aim of providing the basic principles on which the marketing methodologies presented are based and a practical part in which students, with the support of the teacher, will have to apply the theoretical part presented in a series of practical cases. At the end of each activity, students will discuss in class the analysis conducted on the practical case.
Part I: Marketing Principles and Society;
Part 2: Market Segmentation and Positioning;
Part 3: Product and Brand Decisions;
Part 4: Channel and Distribution Management
Part 5: Price and Value Creation
Part 6: Marketing Communications Management
The slides used during the lessons will not be available on aul@web. Therefore, the following textbook is sufficient to prepare for the exam: Baines P., Fill C., Rosengren S., Antonetti P., Franch M. and Rimini D. (2020) Fondamenti di Marketing, ISEDI, Novara. Chapters: 1, 5, 6, 7, 9 & 10. The many business cases ("Case History" and "Market Insight") present within the indicated chapters are part of the program. Therefore, they are the subject of the exam. In the event that seminars are presented in the classroom with the presence of entrepreneurs or managers, the slides used by the presenter will be included and these will be the subject of the exam together with the textbook.
Ricevimento: Office hours: during lessons on Fridays from 11:00 to 12:00 at the teacher's office, while afterwards write to simone.poledrini@unige.it to make an appointment.
SIMONE POLEDRINI (President)
ROBERTA SCARSI (President Substitute)
February 2026
The exam consists of two parts. The first part consists of a multiple choice test of 30 questions, while the second test is an oral exam. However, to be able to access the oral exam, you must have passed the multiple choice test with a score of at least 18 out of 30.
The final grade will be given by an increase or decrease of the grade of the written test for a maximum of four points.
There is no difference between attending and non-attending students.
Details on how to prepare for the exam and the level of depth of each topic will be given during the lessons.
The written exam will verify the actual acquisition of basic knowledge on the main marketing methodologies and their applications. The problems and open questions will allow to evaluate the ability to apply the knowledge in practical situations that may occur in the field of marketing. The student must be able to connect and integrate the knowledge learned during the cases addressed in the classroom with that provided during the theoretical lessons.
The oral exam will focus mainly on the topics covered during the lectures and will aim to evaluate not only whether the student has reached an adequate level of knowledge, but whether he has acquired the ability to critically analyze the marketing issues that will be proposed during the exam. The ability to describe marketing processes clearly and with correct terminology will also be assessed.
Ask the professor for other information not included in the teaching schedule
