Programme

First part: the marketing management and it's pillars: analytical, strategic and operational phase
Second part: introduction to product innovation: technological scenarios, concept design and evaluation, the launch of new products, startups innovative entrepreneurship
third part: environmental and business sustainability: the relationship between environment impact and marketing management. Responsible and sustainable marketing. Business cases and decision making in controversial situations.

Core Documentation

handouts and bibliography suggested by the teacher

Type of delivery of the course

Lectures, business talks, plenary discussions, teamwork on projects- In the period of health emergency from COVID-19, all the rules regulating the methods of carrying out teaching activities (and student evaluation) will be implemented. In particular, the following methods will be applied: video-recorded lesson for the ex-cathedra side of the course, several scheduled weekly online discussion appointments (teams platform) for questions from students and live company talks.

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