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 strongly to have taken the modules of Management provided in the first two years of the degree course in Business Economics.
We strongly suggest to attend also the module "Tools for marketing decisions".

Different orientations in the relationship with the markets. The concept of marketing.
A broader perspective on marketing: the trends of 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. Developing new product, life cycle of product, product portfolio matrix.
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.

Fahy J. and Jobber D., Fondamenti di marketing, (II edizione italiana) McGraw-Hill Italia, 2024, ISBN:978-8838657795

Written exam. The course provides a compulsory written test (30 questions, 40 minutes, evaluation 1/0). Optional additional oral exam.

During the course period, the student is invited to perform the exercises and the tests of self-assessment proposed on the e-learning platform of the textbook.
At the end of the course the student will have to take the final exam.
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.

Conventional lesson.
Tests and exercises available online at the moodle space of the course and at the text site.

The course is taught in Italian language.

Riviste di riferimento:
- Italian Journal of Marketing (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"" and **Emerald** database on the University Library website BDA

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

Ca ’Foscari applies Italian law (Law 17/1999; Law 170/2010) for the support and accommodation services available to students with disabilities or specific learning disabilities. If you have a motor, visual, hearing or other disability (Law 17/1999) or a specific learning disorder (Law 170/2010) and you require support (classroom assistance, technological aids for carrying out exams or exams individualized, accessible format material, note retrieval, specialist tutoring to support the study, interpreters or other) contact the Disability and DSA office disita@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