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

Economics

• How to read companies' balance sheets

• Programming and control, business management, business audit

• Break even point

• Intellectual property

• Company structures

• Economical instruments for companies' strategies

Marketing

• Research marketing

• Product development marketing

• Promotion marketing

• A concrete recipe to create and apply a marketing plan.

Selling techniques

• Two selling techniques

• Persuasive methods

• Presentation methods

Specific and new marketing models

• Marketing for public administration

• Marketing for start-up companies

• Cause Related Marketing

• Viral marketing

• Internationalisation

• Social marketing

• Fund raising

• Creativity

Marketing and technologies

• Web marketing

• Search engine optimisation

• Contact centres

• Customer relationship management

• Social networks

• Videos for marketing

Case studies

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.

Readings/Bibliography

Teaching material and slides will be given students by e-mail and through http://campus.unibo.it/

It is not necessary to buy specific books, seeing that throughout the course students will receive teaching materials and the lessons will be posted on Youtube.

Teaching methods

This is considered particularly important: 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. That is why it is strongly recommended to attend lessons.

Assessment methods

For the examination, students must demonstrate their knowledge on the main topics of the course program:

·       Economics (balance sheets, Break even point)

·       Marketing  (Research marketing methods, Product development marketing, Promotion marketing, marketing plan)

·       Specific and new marketing models

·       Marketing and technologies

·       Application to case studies.

The examination is composed of:

·       an oral exam with three questions

·       a document to be sent by e-mail to the professor at least 7 days before the exam and which is also to be explained during the exam. This document must contain:

• (For students with high attendance) the notes taken during the course

• (For other students) 10 pages on all the main topics of the course program and their application to a company situation.

Students who will have a high attendance will be allowed to take an exam where they will both present and explain their notes taken during the course. Other students must present a 10 page document containing all the main topics of the course program and their application to a company situation.

Students who perform with a good attendance will take a final exam where they will be allowed to use their notes taken during the course. Others are required to present 10 pages paper containing overall course evaluation and detailed explanation of application of the theory to corporate practice.

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 http://campus.unibo.it/

Office hours

See the website of Massimo Di Menna