- Docente: Fabio Guido Ulderico Ancarani
- Credits: 8
- SSD: SECS-P/08
- Language: Italian
- Teaching Mode: Blended Learning
- Campus: Bologna
- Corso: First cycle degree programme (L) in Management and Marketing (cod. 8406)
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from Sep 16, 2024 to Dec 10, 2024
Learning outcomes
At the end of the course, the student is able to understand and use the main variables and theories and fundamental applications of marketing management. The student will be able to apply the main theories to the company and markets, measuring customer satisfaction, analyzing and segmenting the market, setting the marketing plan, setting the distribution choices thanks to the knowledge of the national and international distribution structure.
During the course the work group is stimulated so that at the end of the course the student acquires the ability to work together and perform research on pre-established topics, as well as communication skills gained during company presentations.
Course contents
The teaching presents the process of marketing management, which starts from the analysis of the value for the customer, focuses on how to create value for the customer, and then devote himself to the delivery and communication of the value.
The concept of marketing management
The fundamental process of marketing management. Analysis, construction, delivery and communication of customer value
Value analysis for the customer. Qualitative and quantitative analysis of the application
Value construction. The main strategic marketing choices. Segmentation, targeting and positioning
Value construction. The definition of the value proposition (product and / or service), the brand and pricing policies
The distribution of value. Analysis and management of distribution channels. Trade and retail marketing
Value communication. Integrated marketing and communication campaigns
Conclusions. The marketing plan
Readings/Bibliography
Kotler, Keller, Chernev, Ancarani e Costabile (2022), Marketing Management, Pearson, Milano
Teaching methods
The course includes the alternation of lectures with discussion sessions of business cases, simulations and exercises for the most quantitative topics, testimonies and guest speeches of managers operating in marketing, sales and corporate communication.
Assessment methods
The assessment of the learning will take place at the end of the course through a written test with multiple choice questions.
Teaching tools
Any tools to support teaching will be made available on the Iol.unibo.it platform
Office hours
See the website of Fabio Guido Ulderico Ancarani