MARKETING

The course aims to lead the student to understand what it means for a company to focus on marketing, what are the marketing tools and how to deal with the main marketing decisions.
In addition, to develop awareness of the problems of designing and implementing marketing strategies, providing the tools for a reasoned interpretation of market situations.

1. Knowledge and understanding:
● Knowing the correct marketing terminology.
● 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.
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.

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

Compulsory written test with 30 open / closed questions (total duration 45 minutes; 1 answer = 1 point).
Optional oral exam confirming, increasing or reducing the written grade.
Due to the health emergency, the exams of June and September 2020 will be carried out orally.

The course provides two complementary learning assessment methods: a written exam (compulsory) and an additional oral exam (optional).
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.
The exam consists of a written test of approximately 45 minutes.
In particular, the exam aims to verify that the student has acquired the concepts presented during the lessons, he is familiar with the main marketing decisions, and knows how to integrate this knowledge and skills to solve theoretical and operational business problems.
Questions similar to those proposed in the final exam are available on the e-learning platform.
During the additional oral exam (optional) the student must demonstrate to know the arguments developed during the course, to know how to expose them in a formal way, and to know how to apply them to operational contexts.

Conventional lesson.
Self-assessment tests, slides, exercises available online at the text site.

The course is taught in Italian language.

Riviste di riferimento:
- Mercati e Competitività (official journal of the Italian Society of Marketing)
- Journal of Marketing
- International Journal of the Academy of Marketing Science
- Journal of Marketing Management
- Industrial Marketing Review
- Journal of Consumer Research
- Marketing Theory
- International Journal of Research in Marketing
- Journal of International Marketing
- Recherche et Applications en Marketing

""Business Source Ultimate"" database on the University Library website BDA

Reference website: www.simktg.it (Italian Marketing Society)

written and oral

This subject deals with topics related to the macro-area "Cities, infrastructure and social capital" and contributes to the achievement of one or more goals of U. N. Agenda for Sustainable Development