MARKETING

The course concerns the activities of the Business Administration and Management degree that allows students to acquire the knowledge and understanding of the main concepts about the company's relationship with the market.
The basic objective of the course is to provide the students with a broad introduction to marketing concepts, how these concepts fit within the overall strategy of the firm, and how they influence management and decision making. The basic concept is the value creation of the company by mean of marketing strategies and actions.
A particular focus will concern demand analysis strategies, in the new sustainability-oriented era.
Students will develop a working knowledge of the 4 P's of marketing—product, price, promotion, place—along with concepts such as consumer and business buyer behavior, segmentation, product life cycle, and the other fundamental components.

1. Knowledge and understanding
● Knowing the correct marketing terminology.
● Knowing the different marketing tools used by companies and their interaction.
● Knowing the basics of the strategic marketing behavior of the companies in the markets.
2. Ability to apply knowledge and understanding
● Knowing how to recognize correctly which marketing tools and activities are involved in the various company-market relationship situations.
● Knowing how to make a simple analysis of the marketing problems that a company faces daily.
● Being able to recognize the key aspects of a marketing decision and its implementation.
● Being able to work in a team to solve complex problems.
3. Ability to judge
● To know how to formulate and to argue simple hypotheses of solution to marketing problems, also developing a critical approach to the evaluation of alternative hypotheses.
4. Communication skills
● Know how to use appropriate language in describing aspects of business marketing.
● Know how to interact with peers, in a critical and respectful way, oriented towards problem solving.
5. Learning skills
● Knowing how to critically consult the reference texts and the bibliography contained in them.
● Knowing how to find, collect and select useful information from various sources for solving marketing problems

Compulsory:
Propaedeutic exams in students' study plan.

Suggested:
Basic knowledge of Business Administration and General Management main topics.

1. Introduction to marketing and value creation
2. Segmentation, targeting and positioning
3. Marketing mix
4. Product strategy
5. Price strategy
6. Distribution strategy
7. Communication strategy
8. Consumer behavior
9. Market analysis
10. The new era of digitalization and sustainability
11. Unconventional marketing

Marketing - Tiziano Vescovi Create - McGraw-Hill 2019 (for non-attending students)

Lanzini, P. (2018) Responsible Citizens and Sustainable Consumer Behavior: New Interpretive Frameworks. Routledge. (for attending students)

Attending students will be considered students that participate in the lab activities and the groupwork. Students that do not participate in the groupwork will be considered non-attending. Details will be given during the first lecture, and uploaded on Moodle.

Slides and further material provided by the instructor

Written exam with 15 multiple choice questions. Possibility to integrate the grade with a workgroup.

Frontal lectures, case studies, groupworks.

English

Ca’ Foscari abides by Italian Law (Law 17/1999; Law 170/2010) regarding support services and accommodation available to students with disabilities. This includes students with mobility, visual, hearing and other disabilities (Law 17/1999), and specific learning impairments (Law 170/2010). If you have a disability or impairment that requires accommodations (i.e., alternate testing, readers, note takers or interpreters) please contact the Disability and Accessibility Offices in Student Services: disabilita@unive.it.

written

This subject deals with topics related to the macro-area "Circular economy, innovation, work" and contributes to the achievement of one or more goals of U. N. Agenda for Sustainable Development