OVERVIEW

Marketing is the discipline that studies the processes through which companies create value for customers and develop their competitive capacity. This teaching unit analyses the concepts and methodologies developed by marketing to effectively manage the various stages of the process, with particular attention to the role of marketing in society and markets.

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

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:

- 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 lessons;

- 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;

- apply (applying knowledge and understanding) the acquired knowledge to real situations and solve problems related to specific business and corporate contexts, using tools learnt during the lessons;

- solve (applying knowledge and understanding) specific operational marketing problems connected to the management of the different components of the marketing mix, also in exercises and practical cases;

- use (making judgements) the acquired knowledge to interpret business reality with a critical approach, in relation to cases discussed in class;

- 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 classroom discussions;

- continue to independently update (learning skills) the main topics covered, consulting academic and professional sources.

PREREQUISITES

For this teaching unit, the Economia Aziendale exam is a prerequisite.

It is recommended to have passed the Economia e gestione delle imprese exam.

TEACHING METHODS

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

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

Attendance is not compulsory. 

Students with disabilities, SLD or SEN 
Students with disabilities, with SLD or with SEN are reminded that, to request exam accommodations, they must first upload their certification to the University website at servizionline.unige.it<https://servizionline.unige.it/>, in the “Students” section. The documentation will be checked by the University’s Services for the Inclusion of Students with Disabilities and with SLD. 

At the beginning of the course, students are advised to contact the lecturer to agree on exam arrangements which, while respecting the learning objectives of the course, take individual learning needs into account. 

To request compensatory tools or dispensatory measures, students with disabilities or SLD must fill in the dedicated Webform available athttps://unige.it/disabilita-dsa, at least 7 working days before the exam. 

Students with SEN may instead send their request by e-mail to the lecturer, copying the Department Representative, Prof. Elena Lagomarsino, atinclusione.economia@unige.it<mailto:inclusione.economia@unige.it>, and the Inclusion Office atinclusione.studenti@info.unige.it<mailto:inclusione.studenti@info.unige.it>. 

Requests from students will be assessed by the lecturer and may be approved or rejected.

SYLLABUS/CONTENT

The teaching unit program traces the fundamental phases of the strategic management of the market-oriented company, focusing on the management of the marketing function.

The topics that will be covered are the following:

1. Marketing Management and the creation of value

2. The analysis of demand and purchasing behaviour

3. Market research

4. Segmentation and choice of target, product positioning

5. Product policies

6. Value communication policies

7. Distribution policies

8. Pricing policies

9. Planning, control metrics and organisational aspects of marketing

RECOMMENDED READING/BIBLIOGRAPHY

Specific indications on the reference bibliography will be provided by the instructor at the beginning of the lectures. The information will also be indicated on the teaching page on the AulaWeb e-learning portal.

TEACHERS AND EXAM BOARD

LESSONS

LESSONS START

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

Timetable and classrooms can be found at the EasyAcademy Portal http://easyacademy.unige.it/portalestudenti/.

Class schedule

MARKETING A

EXAMS

EXAM DESCRIPTION

The written test consists of open-ended questions.

Online registration for the exam is mandatory.

If students receive an insufficient grade, they cannot sit the next exam; however, they are allowed to take the next exam if it belongs to another session.

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

Erasmus students can take the exam in any available session.

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 argument. 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. Each learning outcome will be assessed through specific questions in the written test, evaluating clarity of exposition, correctness of the proposed solutions, and appropriate use of technical language.

For attending students, ongoing learning assessment tests and practical exercises will be planned, covering the topics addressed in class.

The assessment rubric is available on the course Aulaweb page and students are encouraged to consult it.

FURTHER INFORMATION

The instructor analyzed and considered the results of the teaching evaluation questionnaires relating to the previous academic year.

Please contact the instructor for any further information not included.