The course allows students to resume and deepen the basic concepts of marketing management in the light of the most recent market demand for corporate sustainability. Innovation and related managerial principles are presented as an approach and tool to find sustainable solutions to business processes.
teacher profile teaching materials
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.
Mutuazione: 21201557 MARKETING, INNOVAZIONE E SOSTENIBILITÀ in Economia e Management LM-77 PRATESI CARLO ALBERTO
Programme
First part: the marketing management and it's pillars: analytical, strategic and operational phaseSecond 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
Marino M., Pratesi C.A, “Cibo perfetto. Aziende, consumatori e impatto ambientale del cibo” Edizioni Ambiente 2022; handouts and bibliography suggested by the teacherType of delivery of the course
Lectures, business talks, plenary discussions, teamwork on projects.Type of evaluation
Evaluation takes place through a written test: 10 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