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 the international and cross-cultural marketing strategies.
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:
The students should pass the exam PRINCIPLES OF MANAGEMENT AND INTERNATIONAL ACCOUNTING before the course.

Suggested:
Basic knowledge of Business Administration and General Management main topics.
BUSINESS ECONOMICS AND MANAGEMENT OF THE FIRM
ORGANIZATION DESIGN
STATISTICS

1. Introduction to marketing and value creation
2. Consumer buyer behavior
3. Business buyer behavior
4. Market segmentation
5. The marketing mix
6. Product strategy
7. New product development and product life cycle
8. Pricing strategy
9. Marketing distribution channels and retailing
10. Integrated marketing communication strategy

Textbook:
Marketing - Tiziano Vescovi Create - McGraw-Hill 2019

Reading:
T. Vescovi (2016) - Unexpected lesson in Business Management - Libreria Universitaria Edizioni
Italian edition: (2017) Chiavi che aprono gabbie, Angeli.

Slides provided by the instructor

1) every week the attending students should make an online test (multiple choices), concerning the topics discussed in the lessons of week before (20% of the grade) - max 6 points
2) all the attending students will be involved in a Marketing Business Game, played in teams of 5-6 students, for 10 turns (30% of the grade) - max 9 points
3) all the attending students should make a final written exam ,30 minutes time, based on short open questions and a case study (50% of the grade) - max 15 points
4) non-attending students - final exam with 41 multiple choice questions (max 6 points), 1 brief case study (max 6 points), 6 open questions (max 18 points); 70 minutes time, 100% of the grade.

The course is based on lectures and case studies.
The students will partecipate to a Marketing Business game online; they will be included in work groups of 6, and every team will represent a company in a competitive environment. There will be 10 turns of the game. Every week there will be a discussion about the strategies used by the groups to compete each other.
The course includes interactive discussions among the students, case studies, presentations by marketing managers.

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.

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