- Docente: Maurizio Canavari
- Credits: 4
- SSD: AGR/01
- Language: Italian
- Teaching Mode: Traditional lectures
- Campus: Bologna
- Corso: First cycle degree programme (L) in Marketing and Economics of the agro-industrial system (cod. 0868)
Learning outcomes
At the end of this course the student is able to master different
methods to setting up a strategic marketing plan. She/he is aware
of strategic analysis tools to organize information about
competitors, markets and the market environment and can follow the
process to create and implement marketing management strategies on
the base of that information.
Course contents
Marketing management and business strategies (evaluation of current
and future position, definition of the basic competitive strategy).
Marketing planning: from strategy to tactics. Identifying maketing
segments and targeting. Development and launch of new products.
Building a marketing plan: strategic marketing mix.
Readings/Bibliography
Roger A. Kerin, Steven W. Hartley, Eric N. Berkowitz, William
Rudelius (2007), Marketing -
McGraw-Hill, Milano, ISBN 9788838663901 (capitoli 2-3, App. A,
10-11)
Optional textbook:
Antonio Ferrandina (2010), Il marketing plan. Guida operativa, 5
ed., FAG, ISBN 978888233873
Teaching methods
The course is based on a traditional lecturing style with the
occasional use of the IT laboratory for groupwork.
Seminars about specific topics held by
practitioners/experts/scholars will integrate the coursework
materials.
Assessment methods
Final oral exam.
Teaching tools
Seminars, class groupwork.
Office hours
See the website of Maurizio Canavari