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
Mutuazione: 21201528 MARKETING in Economia e gestione aziendale L-18 A - L PRATESI CARLO ALBERTO
Programme
Introduction to marketing and market orientation, context analysis, consumer behavior, demand segmentation, purchasing behavior of organizations, competitor analysis, marketing strategy: targeting, positioning and objectives , business strategy, product and service decisions, pricing, distribution and communication, digital marketing, sustainability in marketing, branding and digital marketing.Core Documentation
Donnelly, Peter, Pratesi, "Marketing" McGraw Hill 8th editionAttendance
3 lessons/week for 2 hours eachType of evaluation
multiple choice and open questions written test teacher profile teaching materials
Mutuazione: 21201528 MARKETING in Economia e gestione aziendale L-18 M - Z MATTIA GIOVANNI
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).Attendance
Attending lessons is recommended.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 MARKETING in Economia e gestione aziendale L-18 A - L PRATESI CARLO ALBERTO
Programme
Introduction to marketing and market orientation, context analysis, consumer behavior, demand segmentation, purchasing behavior of organizations, competitor analysis, marketing strategy: targeting, positioning and objectives , business strategy, product and service decisions, pricing, distribution and communication, digital marketing, sustainability in marketing, branding and digital marketing.Core Documentation
Donnelly, Peter, Pratesi, "Marketing" McGraw Hill 8th editionAttendance
3 lessons/week for 2 hours eachType of evaluation
multiple choice and open questions written test teacher profile teaching materials
Mutuazione: 21201528 MARKETING in Economia e gestione aziendale L-18 M - Z MATTIA GIOVANNI
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).Attendance
Attending lessons is recommended.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.