MARKETING

This course is one of the fundamental courses within the degree program in Business Administration and Management. This course aims to provide a basic understanding of the relationship between companies and the market. This course includes a broad introduction to marketing concepts and how these concepts fit within the overall strategies of companies. This course also aims to present real-world business cases which would help students in learning the analytical skills required for market analysis and business decisions.
A particular focus will concern 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.

understanding of and familiarity with marketing terminologies
understanding of marketing tools used by companies and their interaction
understanding of which marketing tools and activities are involved in the various company-market relationship situations
understanding of how to do a simple analysis of the marketing problems that a company usually faces
development of analytical skills and teamwork capability
development of communication and presentation skills

Students are required to have passed the exams of "Principles of Management and International Accounting"

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

T. Vescovi Create - Marketing - McGraw-Hill 2022, VII edition
Additional reading lists and materials will be provided during the course.

A written exam mainly based on multiple-choice questions will be held to assess students. Further information regarding the exam and assessment criteria will be provided during the course. Students are also expected to perform given assignments during the course.

This course is based on interactive classroom lectures, discussion of case studies, and group presentations. All materials used during classes would be available to students through the Moodle platform.

Exam Registration
Only registered students will be able to take the exam.

Accessibility, disability, and inclusion
Accommodation and support services for students with disabilities and students with specific learning disabilities.

Ca 'Foscari complies with Italian law (Law 17/1999; Law 170/2010) regarding support and accommodation services available to students with disabilities. This includes students with motor, visual, hearing and other disabilities (Law 17/1999) and with specific learning disabilities (Law 170/2010). If you have a disability or impairment that requires accommodation (e.g. alternative tests, readers, take notes or interpreters) contact the Disability and Accessibility Offices in Student Services: disable@unive.it

written

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