MARKETING

The course aims to introduce students to fundamental concepts related to marketing strategy, marketing tactics, marketing strategy implementation and development of the marketing plan.

1. Knowledge and understanding
● Knowing marketing terms
● 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 to have taken the modules of Management provided in the first two years of the degree course in Business Economics.

Different orientations in the relationship with the markets. The concept of marketing.
A broader perspective on marketing.
Marketing and the value creation for the customer. B2B, B2C.
A perspective on consumer behavior: factors, process, roles, situations. The principle of segmentation and the techniques of targeting and positioning.
Product: tools and strategies
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.

Textbook (required):
Fahy, J. Jobber D., 2024, Fondamenti di marketing, 2a ed, McGraw-Hill, Education, Milano.
ISBN: 9788838657795

International students are free to study the original English edition, but pls remember that the course and exam will be in Italian
Fahy, J. Jobber D., 2022, Foundations of Marketing, 7e, McGraw-Hill, London
ISBN: 9781526849007

Compulsory written exam with 20-30 questions, both open-ended as well as multiple-choice questions

Exam material: Textbook + articles (moodle)+ slides.

Optional: group work for attending students (case study presentation).

Lectures, group presentations, discussions of articles and case studies and external guest speakers.

Course language: italian

written