09511 - Marketing

Learning outcomes

The goal of this course is to provide students an understanding of the main operational and strategic marketing strategies. We will provide students the tools to implement a market research analysis and to plan effective communication, price, brand and distribution strategies. By the end of the course, students will be able to: - analyze consumer decision making process; - understand segmentation and positioning strategies; - implement operational marketing mix variables.

Course contents

Course contents are: - definition of marketing and evolution - data collection and data analysis - managing marketing research - understanding consumer behavior - understanding the concepts of customer satisfaction and loyalty - market segmentation - brand management and brand value - product life cycle - product management - price management - distribution channels and retailing strategies - marketing communication - personal and non personal communication channels - new product development

Readings/Bibliography

Market-driven management 7/ed - (2016) Marketing strategico e operativo, Jean-Jacques Lambin McGrawHill

Teaching methods

Traditional teaching methods, case studies and team work.

Assessment methods

Written exam, multiple choices and open ended questions.
The exam is based on the textbook.

Hereafter the chapters on which the exam will be based:

• Chapter 1 (1.2 and 1.3 reading)
• Chapter 2
• Chapter 3 (only 3.1 and 3.2)
• Chapter 5 (5.4 no)
• Chapter 6 (6.7 NO)
• Chapters 7 and 8
• Chapter 9
• Chapter 10 (only 10.1 and 10.2)
• Chapter 11
• Chapter 12 (only 12.1)
• Chapter 4 (4.4 no)
• Chapters from 13 to 18

 

 

Teaching tools

Traditional teaching methods, and case discussion. at the end of the course students will have the opportunity to work on a team project.

Office hours

See the website of Alessandra Zammit