Within the framework of the Dublin Descriptors (http://www.quadrodeititoli.it/descrittori.aspx?descr=172&IDL=2), the Course has the following objectives:
Knowledge
The Marketing Course aims at transferring the knowledge of the fundamental elements of Marketing, within the frame of its historical evolution and systematization. The Course will also take in due consideration the most recent developments of Marketing related to changes in lifestyles Aand to the impact of the Information Technology and of disruptive innovation. It therefore aims at:
Understanding of the marketing approach, the marketing management process and their relations with the value concept
Understanding of the key factors in strategy design and implementation, and of relationships between strategies and marketing planning
Knowledge about the main marketing tools and their interrelations
Deeper knowledge about communication tools and processes, with particular reference to the relations between marketing communication and other forms of communication, and to the role of IT in designing strategic, management, production and communication processes developed by organizations.
Skills
Ability to correlate among them and with other disciplinary approaches the marketing, strategy and communication knowledge acquired during the Course
Strengthening of linguistic competence (general and sectoral) both in Italian and English (further acquisition and pertinent use of technical terminology, improvement in oral and written communication)
Ability to draw and develop the essential aspects of marketing and communication plans, with particular reference to the role of IT
Soft skills
Capacity to build a learning community and take one’s own responsibilities within the framework of a set of shared rules
Active listening
Sharing and discussion of opinions
Critical and original approach to problem setting and solving
Learning from the experience of other people
Information organisation and management
Clarity in oral and written communication
Knowledge
The Marketing Course aims at transferring the knowledge of the fundamental elements of Marketing, within the frame of its historical evolution and systematization. The Course will also take in due consideration the most recent developments of Marketing related to changes in lifestyles Aand to the impact of the Information Technology and of disruptive innovation. It therefore aims at:
Understanding of the marketing approach, the marketing management process and their relations with the value concept
Understanding of the key factors in strategy design and implementation, and of relationships between strategies and marketing planning
Knowledge about the main marketing tools and their interrelations
Deeper knowledge about communication tools and processes, with particular reference to the relations between marketing communication and other forms of communication, and to the role of IT in designing strategic, management, production and communication processes developed by organizations.
Skills
Ability to correlate among them and with other disciplinary approaches the marketing, strategy and communication knowledge acquired during the Course
Strengthening of linguistic competence (general and sectoral) both in Italian and English (further acquisition and pertinent use of technical terminology, improvement in oral and written communication)
Ability to draw and develop the essential aspects of marketing and communication plans, with particular reference to the role of IT
Soft skills
Capacity to build a learning community and take one’s own responsibilities within the framework of a set of shared rules
Active listening
Sharing and discussion of opinions
Critical and original approach to problem setting and solving
Learning from the experience of other people
Information organisation and management
Clarity in oral and written communication
teacher profile teaching materials
The marketing approach and the concept of value
Consumer and Neoconsumer; The purchasing behavior of the consumer and of the organizations
Market segmentation and personas
Marketing research and its role
Strategic planning and marketing planning
Marketing decisions about product and the value co-creation
Marketing decisions about service; The integration product-service
Marketing decisions about price; The Currency concept
Marketing decisions about product placement and selling networks management; The Channel concept
Brand management as a key factor of value creation; Elements of Brand Activism
The management of marketing communication and the integrated corporate communication
Information Technology, disruptive innovation and the marketing process
The selling process and its various forms; The omnichannel customer experience
Marketing planning
History and recent developments of marketing.
J.P. Peter - J.H.Donnelly - C.A. Pratesi, Marketing, McGraw-Hill 2017, VI ed. (excluding chapters on Selling and sales networks management and on International marketing)
Selected readings specifically chosen for students of the BA Courses in Scienze della Comunicazione, Ingegneria (Gestionale e Informatica), Lingue e culture straniere
Papers and slides, to be distributed via email at the end of the Course
Learning materials for non attending students
J.P. Peter - J.H.Donnelly - C.A. Pratesi, Marketing, McGraw-Hill 2017, VI ed. (all)
Selected readings specifically chosen for students of the BA Courses in Scienze della Comunicazione, Ingegneria (Gestionale e Informatica), Lingue e culture straniere
One of the following books:
Paola Stringa, Spin doctoring e strategie di comunicazione politica, Carocci 2009
Romano Cappellari, Marketing della moda e dei prodotti lifestyle, Carocci 2016
A book chosen together with the teacher, according to the student's scientific or professional interests.
N.B. - Students who will not attend lessons are requested to send a mail to the address sabina.addamiano@uniroma3.it, in order to inform the teacher and to evaluate the opportunity of defining a specific program.
Programme
Course Program The marketing approach and the concept of value
Consumer and Neoconsumer; The purchasing behavior of the consumer and of the organizations
Market segmentation and personas
Marketing research and its role
Strategic planning and marketing planning
Marketing decisions about product and the value co-creation
Marketing decisions about service; The integration product-service
Marketing decisions about price; The Currency concept
Marketing decisions about product placement and selling networks management; The Channel concept
Brand management as a key factor of value creation; Elements of Brand Activism
The management of marketing communication and the integrated corporate communication
Information Technology, disruptive innovation and the marketing process
The selling process and its various forms; The omnichannel customer experience
Marketing planning
History and recent developments of marketing.
Core Documentation
Learning materials for attending students J.P. Peter - J.H.Donnelly - C.A. Pratesi, Marketing, McGraw-Hill 2017, VI ed. (excluding chapters on Selling and sales networks management and on International marketing)
Selected readings specifically chosen for students of the BA Courses in Scienze della Comunicazione, Ingegneria (Gestionale e Informatica), Lingue e culture straniere
Papers and slides, to be distributed via email at the end of the Course
Learning materials for non attending students
J.P. Peter - J.H.Donnelly - C.A. Pratesi, Marketing, McGraw-Hill 2017, VI ed. (all)
Selected readings specifically chosen for students of the BA Courses in Scienze della Comunicazione, Ingegneria (Gestionale e Informatica), Lingue e culture straniere
One of the following books:
Paola Stringa, Spin doctoring e strategie di comunicazione politica, Carocci 2009
Romano Cappellari, Marketing della moda e dei prodotti lifestyle, Carocci 2016
A book chosen together with the teacher, according to the student's scientific or professional interests.
N.B. - Students who will not attend lessons are requested to send a mail to the address sabina.addamiano@uniroma3.it, in order to inform the teacher and to evaluate the opportunity of defining a specific program.
Type of delivery of the course
The course methodology is based on: - lectures including a theoretical part and the illustration of examples and cases, integrated by discussions on the topics covered in each class with the active participation of students; - if possible, the intervention of a manager/company executive and a company visit.Attendance
Attendance is not mandatory but highly recommended. Non-attending students are reminded that they must contact the teacher at the email address sabina.addamiano@uniroma3.it in order to make their condition known and evaluate together with the teacher the opportunity to agree on a specific program.Type of evaluation
Assessment criteria The evaluation will be carried out by: - an individual interview, possibly based on a short individual paper previously agreed upon with the teacher. The commitment for the drafting of the paper will have a positive impact on the final result; - the contribution made by each student during classes. During the individual interview, each candidate shall: - demonstrate his/her knowledge of the concepts illustrated during the course; - have the ability to expose them using clearly the technical terminology used during the course, and possibly integrating them with relevant examples; - in the case of the presentation of a paper, illustrate the methodology and criteria followed in the development of the short individual paper. Students' contribution to the building of a learning community and the acquisition of the Soft Skills listed in the Dublin descriptors for the second cycle will also be positively considered for the final assessment.