TOOLS FOR MARKETING DECISIONS

The course aims at providing knowledge related to management, in particular it aims at providing knowledge related to marketing processes and activities. It is an elective course.
The course aims at developing practical competences, students will apply the basic marketing concepts to exercises and case studies for using in real or fictitious situations metrics, tools and frameworks for decisions.

The instructional goal of the course is developing knowledge about the main marketing manager decisions. In particular students will learn the basic marketing terminology as well as the main metrics used in a marketing plan development. In particular, students will learn how to analyze market situation in order to properly define the company/brand positioning, how to use the marketing mix elements in order to sustain the positioning and the assessment methods aimed at estimating the impact of marketing activities.
The course will provide the know how to developing a scenario analysis, classify and analyze competitors, defining marketing mix and evaluate results both from an economic and communication point of view.
At the end of the course, students will:
- understand and know the main marketing issues
- have the ability of choosing the better marketing tools for analyze each problems
- have developed competencies to take the most effective decision in real situations

Students must know business administation as described here: http://www.unive.it/pag/14770/
Moreove, in order to better understand the topics, a basic knowledge about the fundamentals of Marketing (consumer behavior, segmentation and positioning, marketing mix) is required.

Tools and techniques to analyse:
- Marketing environment
- Defining the business and the market, demand analysis and forecasting
- Competitive analys
- Market segmentation targeting and positioning
- Product audit;
- Distribution and sales analysis
- Pricing
- Media planning and brand audit
- Internet communication
- Marketing control

Checchinato F. (a cura di), (2019) Strumenti Operativi per le decisioni di marketing, Padova, Cedam

Written exams composed by seven multiple choice (2 points for each correct answer, 0 not answered, -0,8 wrong answered) questions and exercises (8 points). The multiple choice questions aim at veryfing the knowledge of metrics and framework of analysis, instead the exercises aim at verifying the comprehension in the use of the most appropriate theoretical tools and metrics for analysis from among those learned in the course to solve the problem.

Lectures will present theoretical frameworks and exercises to apply them.

Italian

written