MARKETING

The course aims to introduce students to fundamental concepts related to marketing strategy, marketing tactics and marketing strategy implementation.

1. Knowledge and understanding
● Knowing marketing terms
● Knowing the market orientation and 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 build a marketing plan for an Italian SME.
● 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

We suggest to have taken the modules of Management provided in the first two years of the degree course in Business Economics.

Different orientations in the relationship with the markets. The concept of marketing.
A broader perspective on marketing.
Marketing and the value creation for the customer. B2B, B2C, C2C.
A perspective on consumer behavior: factors, process, roles, situations. The principle of segmentation and the techniques of targeting and positioning.
Product: tools and strategies
Pricing: principles and strategies
The relationship with distribution channels: structures, strategic choices, trends.
Integrated marketing communication: tools and strategies.
Marketing planning in an organization.
Measuring marketing performance.

Lectures, slides, articles, available on the course platform.

Compulsory written exam with 20-30 questions, both open-ended as well as multiple-choice questions, duration 45 min.

Exam material: Textbook + slides + articles available on the courseplatform

Textbook: Levens M., Casarin F. (2014), Marketing, Milano, Pearson Italia.

Optional: group work to improve the final grade

During the course period, the student is invited to perform the exercises and the tests of self-assessment proposed on the e-learning platform. At the end of the course the student will have to take the final exam. In particular, the exam aims to verify that the student has acquired the concepts presented during the lessons, is familiar with the main marketing decisions, and knows how to integrate this knowledge skills to solve theoretical and operational business problems.

Questions similar to those proposed in the final exam are available on the e-learning platform.

Lectures, group presentations, discussions of articles and case studies and external guest speakers.

Course language: italian

written