28208 - Marketing Models

Learning outcomes

Within this course students are expected to understand and analyse the firm's main issues about marketing and selling techniques. Each student will be able to master both the basics of economics and the basic tools for marketing application in the following various fields: new marketing profit models, corporate social responsibility, social marketing, fund raising, Customer Relationship Management, Cause Related Marketing, Web marketing, Marketing for public administration, customer satisfaction. Students will learn about application cases directly through the experience of many entrepreneurs who will be invited to speak throughout the duration of the course.

Course contents

The course is organized with a part of lectures taught online on MS TEAMS (30/20 hours) and
another taught in presence (30/20 hours). The number of students allowed in class is determined
on the basis of class capacity and by the health and safety provisions that deal with the pandemic
emergency. In case more students want to attend classes in presence than permitted by the rules,
a system of shifts will be organized so to allow students to participate. Regardless of the health-
related conditions and the specific organization of the course, students will be able to follow the
lessons of the entire course remotely on MS TEAMS.

 

Contents:

Economics and management accounting

Strategic and research marketing, promotion marketing

Marketing plan

Digital marketing

Various marketing models applied to different kinds of companies

Internationalization

Case studies.

Readings/Bibliography

J. P. Peter, J. H. Donnelly jr., C. A. Pratesi, Marketing, Milano, McGraw-Hill Education, 2017, 6a edizione

Teaching methods

Students will learn about application cases directly through the experience of entrepreneurs who will be invited to speak throughout the duration of the course. That is why it is strongly recommended to attend lessons.

Assessment methods

Written examination.

The exam is in Italian but can be taken in English, if the student is willing to.

Teaching tools

Teaching material and slides will be given students by e-mail and through https://docs.google.com/document/d/1750Z8xyB4y95kf2b_pE06FvI3vcLhtYC23Dln0VmqCE/edit?usp=sharing

and

https://docs.google.com/spreadsheets/d/1BFh3AkPnqAiJR1cK0BR4tOQLxMulb-Sve5WuERM1ZO4/edit?usp=sharing

Office hours

See the website of Massimo Di Menna