Consistently with with the educational objectives of the degree in Economics and Business Management (CLEGA), the main objective of the course is to introduce students to marketing management theory delivering all the basic knowledge preparatory to deepen the study of further specific aspects of the discipline and address the on field situations related to the job.
At the end of the course - thanks also to project work, testimonials and business cases - students will have acquired the ability to understand in which situations marketing has strategic relevance for the company and what information a manager needs to make effective and consistent decisions in terms of product, price, communication and distribution.
At the end of the course - thanks also to project work, testimonials and business cases - students will have acquired the ability to understand in which situations marketing has strategic relevance for the company and what information a manager needs to make effective and consistent decisions in terms of product, price, communication and distribution.
Curriculum
teacher profile teaching materials
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)Type of delivery of the course
Lectures, business talks, plenary discussions, teamwork on projects.Type 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
Mutuazione: 21201528-1 MARKETING in Economia e gestione aziendale L-18 N0 PRATESI CARLO ALBERTO
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)Type of delivery of the course
Lectures, business talks, plenary discussions, teamwork on projects.Type 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