- Docente: Hermann Graziano
- Credits: 8
- SSD: SECS-P/08
- Language: Italian
- Teaching Mode: Traditional lectures
- Campus: Rimini
- Corso: First cycle degree programme (L) in Business Economics (cod. 8848)
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from Feb 10, 2025 to May 12, 2025
Learning outcomes
The student is able to: - understand and use the main variables and the fundamental theories and applications of marketing management - apply them to the reality of companies and markets - measure customer satisfaction - analyze and segment the market - set up a marketing plan. Specific attention will be paid to the marketing of services.
Course contents
Part One
- The traditional concept of marketing
- The concept of market orientation
- The impact of globalization
- The new digital technologies
- Analysis of customer needs
- The customer's purchasing behavior
- The marketing information system
- Market analysis through segmentation
- Market attractiveness analysis
- Market attraction analysis
- The target market and positioning strategies
- The definition of a marketing strategy
- The strategic marketing plan
Part Two
- New product launch decisions
- Brand management
- Distribution decisions
- The brand of the distributor
- Price decisions
- Marketing communication decisions
Readings/Bibliography
LAMBIN (2021). MARKETING DRIVEN MANAGEMENT. Marketing strategico e operativo 8° ed., pp. 608 - ISBN: 9788838699351. Ed. McGraw-Hill
Teaching methods
Course Language: Italian
- Theoretical and practical lectures;
- Additional exercises and case studies;
- Lecture and seminars;
- Readings provided on the course e-learning Platform.
The key purpose is to provide questions and insights to students in understanding the topic of the course. In doing so, alongside the traditional lectures, will be provided opportunities for discussion and intervention for students.
Assessment methods
For the exam in presence: written exam with multiple choices.
For online exams: oral exam on MS Teams.
There are no differences for Erasmus students.
Graduation grid of marks:
- 18-23: sufficient preparation and ability to analyze but relating to a limited number of topics covered in the course, use of an overall correct language;
- 24-27: technically adequate preparation but with some limits with respect to the topics covered, good operational skills, even if not particularly articulated, expressed in correct language;
- 28-30: very good knowledge of a large number of topics covered in the course, good operational and critical skills, high-level usage of specific terminology;
- 30L: excellent and very in-depth and exhaustive knowledge of the topics covered in the course, critical analysis and connection skills, very high-level usage of specific terminology.
Teaching tools
We will use the following tools:
- Case studies
- Lecture slides
- electronic spreadsheets (xls)
- Openboard
- Other materials on the Virtuale platform
In case of online lectures:
- Microsoft Teams
Office hours
See the website of Hermann Graziano
SDGs




This teaching activity contributes to the achievement of the Sustainable Development Goals of the UN 2030 Agenda.