MARKETING

This course covers the activities of the Business Administration and Management course, enabling students to gain knowledge and understanding of the main concepts relating to the company's relationship with the market and the construction of value for customers.
The main objective of the course is to provide students with a broad introduction to marketing concepts, how these concepts fit into the overall business strategy and how they influence management and decision-making. The basic concept is the creation of company value through marketing strategies and actions following ethical behaviour.
A special focus will be on international and cross-cultural marketing strategies.
Students will develop a practical knowledge of the marketing mix not only with regard to product marketing, price, communication, distribution, but also with regard to elements that have steadily gained in importance, such as brand, personal relationship, use of social media, reputation, storytelling, etc. Systems for analysing consumer and buyer behaviour and expectations, segmentation, the product life cycle and other key components will be analysed, with the most recent trends concerning sustainability, digitisation processes and the challenges of artificial intelligence.

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
● 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.
5. Learning skills
● Knowing how to critically consult the reference texts and the bibliography contained in them.
● Knowing how to find, collect and select useful information from various sources for solving marketing problems

Compulsory:
The students should pass the exam PRINCIPLES OF MANAGEMENT AND INTERNATIONAL ACCOUNTING before the course.

Suggested:
Basic knowledge of Business Administration and General Management main topics.
BUSINESS ECONOMICS AND MANAGEMENT OF THE FIRM
ORGANIZATION DESIGN
STATISTICS

1. Introduction to Marketing and Value Creation
2. Marketing strategy design
3. The marketing-external environment relationship
4. Purchasing behaviour of consumers and organisations
5. Purchasing behaviour of organisations
6. Global markets
7. Marketing research
8. Market segmentation
9. The Marketing Mix
10. Product strategy
11. New product development and product life cycle management
The brand
13. Pricing strategy
14. Marketing and distribution channels
15. Integrated marketing communication strategy

Textbook:
T. Vescovi Create - Marketing - McGraw-Hill 2024, VIII edition

Reading:
T. Vescovi (2016) - Unexpected lesson in Business Management - Libreria Universitaria Edizioni

Slides provided by the instructor

1) Each week students have to answer an online test on Moodle (multiple choice questions), covering the topics discussed in the previous week's lectures. the answers will give a bonus of 0 to 3 points depending on the results.
2) All students must take a 60-minute final written examination based on short open questions and a case study.

I suggest that all students bring their own laptop or tablet for the written exam, the MOODLE platform will be used. Those without will have to notify the lecturer and will take the written exam on paper.

The course is based on lectures and case studies that will be discussed in the classroom.
The course includes interactive student discussions, case studies, presentations from business marketing managers. Videos and movies will be used to support the lectures.

written

This subject deals with topics related to the macro-area "International cooperation" and contributes to the achievement of one or more goals of U. N. Agenda for Sustainable Development