68839 - Marketing

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