- Docente: Marcello M. Mariani
- Credits: 8
- SSD: SECS-P/08
- Language: English
- Teaching Mode: Blended Learning
- Campus: Rimini
- Corso: First cycle degree programme (L) in Business Economics (cod. 8848)
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from Feb 17, 2025 to May 12, 2025
Learning outcomes
At the end of this course, students are able to manage the main operational and strategic marketing strategies; moreover, they are able to understand and use the main variables, theories and tools of marketing management. The aim is to provide students with the tools to implement a market analysis and plan effective communication, price, brand and distribution strategies. By the end of the course, students are able to: (a) analyse consumer decision-making process; (b) understand segmentation and positioning strategies; (c) move from the analysis to the implementation of operational marketing mix variables.
Course contents
This course revolves around marketing. Topics that will be discussed include the following ones:
- Overview of marketing
- Developing marketing strategies and a marketing plan
- Digital marketing
- Conscious marketing, CSR and ethics
- Analysing the marketing environment
- Consumer behaviour
- Business-to-business marketing
- Segmentation, targeting and positioning
- Marketing research and analytics
- Product, branding, and packaging decision
- Developing new products
- Marketing services: the intangible product
- Pricing concepts for capturing value
- Supply chain and channel management
- Retailing and omnichannel marketing
- Integrated marketing communication
- Advertising, public relations and sales promotions
- Personal selling and sales management
Readings/Bibliography
- Grewal, D., Levy, M. (2022). Marketing. 8th Edition. ISBN13: 978-1-265-05670-4. https://www.mheducation.co.uk/m-marketing-ise-9781265056704-emea-group.
- Additional readings will be provided on Virtuale
Teaching methods
The course has three main components: lectures, online group activities, online written exam.
This course is part of the teaching experimentation of the University of Bologna. L'insegnamento partecipa al progetto di sperimentazione didattica dell'Ateneo.
Assessment methods
The final mark is based on an online written exam.
The range of grades for the written exam is as follows:
- <18 not sufficient;
- 18-23 sufficient;
- 24-27 good;
- 28-30 very good;
- 30 Lode excellent.
Teaching tools
All materials (except the textbook) can be found on https://virtuale.unibo.it/
Other online platforms will be deployed.
Office hours
See the website of Marcello M. Mariani