MARKETING

The course is part of the activities that characterize the degree course in Business Economics (https://www.unive.it/data/35810/ #).
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.
Students will develop a practical knowledge of the 4 Marketing P (product, price, promotion, place), together with concepts such as consumer behavior, segmentation and techniques of targeting and positioning.

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
● 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
● Know how to find, collect and select useful information from various sources to solve marketing problems

For any pre-requisites, students must refer to their study plan.
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, C2C.
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.

Fahy J. and Jobber D., Fondamenti di marketing, McGraw-Hill Italia, 2019, ISBN: 978-8838695216

The final exam aims at verifying that the student has acquired the concepts presented during the lessons, is familiar with the main marketing decisions and knows how to integrate this knowledge and skills to solve business problems of a theoretical and practical nature. The final exam consists of a compulsory written test with 30 open / closed questions (total duration 45 minutes; 1 answer = 1 point). During the written test the use of books, notes and electronic devices is not allowed. The final grade will also reflect the students' performance on the learning activities carried out during the course (case study discussions and group work), up to 3 points. Through these activities, the student must demonstrate knowledge of the topics covered during the course and know how to apply them to practical contexts.

Lectures, group presentations, discussions of articles and case studies.
The course will be based on classroom teaching, with all material used during classes made available to students through the moodle platform.
During classroom hours there will be exercises and case studies discussions. Students will be involved in groupwork activities to prepare case studies presentations and discussions.

REGISTRATION TO THE EXAM. Only students who have registered online under the terms of the procedure are admitted to the final exam. Possible registration problems must be reported to the economic campus a reasonable number of days BEFORE the closing of the lists.

JOURNALS OF REFERENCE
- 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
- Mercati e Competitività
- Recherche et Applications en Marketing

Accessibility, Disability and Inclusion
Accommodation and support services for students with disabilities and students with specific learning impairments
Ca’ Foscari abides by Italian Law (Law 17/1999; Law 170/2010) regarding support services and accommodation available to students with disabilities. This includes students with mobility, visual, hearing and other disabilities (Law 17/1999), and specific learning impairments (Law 170/2010). If you have a disability or impairment that requires accommodations (i.e., alternate testing, readers, note takers or interpreters) please contact the Disability and Accessibility Offices in Student Services: disabilita@unive.it.

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