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:
T. Vescovi Create - Marketing - McGraw-Hill 2022, VII edition

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 should write a short case history about a marketing topic (20% of the grade) - max 6 points
3) all the attending students should make a final written exam ,30 minutes time, based on short open questions and a case study (60% of the grade) - max 18 points
4) non-attending students - final exam with 40 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.

I suggest that students bring their own laptop for the exam. Those who do not have a laptop will do the written test on sheets of paper.

The course is based on lectures and case studies that will be discussed in the classroom.
The course includes interactive student discussions, case studies, presentations from business marketing managers. Video lessons will be used to support the lectures.

English

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