The main objective of the Marketing course is the introduction to the theory and practice of marketing management. The student will have the opportunity to understand when marketing is of strategic importance to the company and what information a manager needs to make decisions regarding product, price, communication and distribution.
Curriculum
teacher profile teaching materials
Kotler, Keller, Ancarani, Costabile, Marketing management, Pearson 2017
Programme
Introduction to marketing management and market orientation, context analysis, consumer behavior, demand segmentation, business to business marketing, competitors analysis, marketing strategy: target, positioning and objectives, corporate strategy, decisions related to the product and service, price, distribution and communication, digital marketing, CRM, brand management and internationalization.Core Documentation
Peter, Donnelly, Pratesi, Marketing, McGraw Hill (most recent edition)Kotler, Keller, Ancarani, Costabile, Marketing management, Pearson 2017
Type of delivery of the course
Lectures, business talks, plenary discussions, teamwork on projectsType of evaluation
Evaluation takes place through a written test: 15 questions (open and multiple-choice) to be answered in less than 45 minutes. It is possible (and not compulsory) to upgrade the final mark adding the score achieved by participating in the team project work teacher profile teaching materials
Kotler, Keller, Ancarani, Costabile, Marketing management, Pearson 2017
Programme
Introduction to marketing management and market orientation, context analysis, consumer behavior, demand segmentation, business to business marketing, competitors analysis, marketing strategy: target, positioning and objectives, corporate strategy, decisions related to the product and service, price, distribution and communication, digital marketing, CRM, brand management and internationalization.Core Documentation
Peter, Donnelly, Pratesi, Marketing, McGraw Hill (most recent edition)Kotler, Keller, Ancarani, Costabile, Marketing management, Pearson 2017
Type of delivery of the course
Lectures, business talks, plenary discussions, teamwork on projectsType of evaluation
Evaluation takes place through a written test: 15 questions (open and multiple-choice) to be answered in less than 45 minutes. It is possible (and not compulsory) to upgrade the final mark adding the score achieved by participating in the team project work