Learning Outcomes
Within the framework of the Dublin Descriptors (http://www.quadrodeititoli.it/descrittori.aspx?descr=172&IDL=2), the Course has the following objectives:
Knowledge
The Marketing Course aims at transferring the knowledge of the fundamental elements of Marketing, within the frame of its historical systematization and development. The Course will also take in due consideration the most recent developments of Marketing related to changes in lifestyles, to the impact of the Information Technology and of disruptive innovation, to sustainability and brand activism with its relations to the organizazional purpose, to the impact of pandemics on the consumer behavior.
It therefore aims at:
Understanding of the marketing approach, the marketing management process and their relations with the value concept
Understanding of the key factors in strategy design and implementation, and of relationships between strategies and marketing planning
Knowledge about the main marketing tools and their interrelations
Deeper knowledge about communication tools and processes, with particular reference to the relations between marketing communication and other forms of communication, and to the role of IT in designing strategic, management, production and communication processes developed by organizations.
Skills
Ability to correlate among them and with other disciplinary approaches the marketing, strategy and communication knowledge acquired during the Course
Strengthening of linguistic competence (general and sectoral) both in Italian and English (further acquisition and pertinent use of technical terminology, improvement in oral and written communication)
Ability to draw and develop the essential aspects of marketing and communication plans, with particular reference to the role of IT and to the relationships with the organizational environment
Soft skills
Capacity to contribute to the building of a learning community and take one’s own responsibilities within the framework of a set of shared rules
Active listening
Sharing and discussion of opinions
Critical and original approach to problem setting and solving
Learning from the experience of other people
Information organisation and management
Clarity and argumentative ability in oral and written communication.
Within the framework of the Dublin Descriptors (http://www.quadrodeititoli.it/descrittori.aspx?descr=172&IDL=2), the Course has the following objectives:
Knowledge
The Marketing Course aims at transferring the knowledge of the fundamental elements of Marketing, within the frame of its historical systematization and development. The Course will also take in due consideration the most recent developments of Marketing related to changes in lifestyles, to the impact of the Information Technology and of disruptive innovation, to sustainability and brand activism with its relations to the organizazional purpose, to the impact of pandemics on the consumer behavior.
It therefore aims at:
Understanding of the marketing approach, the marketing management process and their relations with the value concept
Understanding of the key factors in strategy design and implementation, and of relationships between strategies and marketing planning
Knowledge about the main marketing tools and their interrelations
Deeper knowledge about communication tools and processes, with particular reference to the relations between marketing communication and other forms of communication, and to the role of IT in designing strategic, management, production and communication processes developed by organizations.
Skills
Ability to correlate among them and with other disciplinary approaches the marketing, strategy and communication knowledge acquired during the Course
Strengthening of linguistic competence (general and sectoral) both in Italian and English (further acquisition and pertinent use of technical terminology, improvement in oral and written communication)
Ability to draw and develop the essential aspects of marketing and communication plans, with particular reference to the role of IT and to the relationships with the organizational environment
Soft skills
Capacity to contribute to the building of a learning community and take one’s own responsibilities within the framework of a set of shared rules
Active listening
Sharing and discussion of opinions
Critical and original approach to problem setting and solving
Learning from the experience of other people
Information organisation and management
Clarity and argumentative ability in oral and written communication.
teacher profile teaching materials
Consumer and Neoconsumer; The purchasing behavior of the consumer and of the organizations
Market segmentation and personas
Marketing research and its role
Strategic planning and marketing planning
Marketing decisions about product; The Co-Creation concept
Marketing decisions about service; The integration product-service
Marketing decisions about price; The Currency concept
Marketing decisions about product placement and selling networks management; The Channel concept
Brand management as a key factor of value creation; Brand Activism and its relations with purpose
The management of marketing communication and the integrated corporate communication; The Communication concept
Information Technology, disruptive innovation and the marketing process
The selling process and its various forms; The omnichannel customer experience
Marketing planning
History and latest developments of marketing.
J.P. Peter - J.H. Donnelly - C.A. Pratesi, Marketing, McGraw-Hill 2017, VII ed. (excluding chapter 13 on Selling and sales networks management and chapter 18 on International marketing)
Selected readings specifically chosen for students of the BA Courses in Scienze della Comunicazione, Ingegneria (Gestionale e Informatica), Lingue e culture straniere, available starting from February 1, 2022 at the Copyando Copisteria (Via Ostiense 461a)
Papers and slides illustrated during classes, to be distributed via email.
Learning materials for non attending students
J.P. Peter - J.H. Donnelly - C.A. Pratesi, Marketing, McGraw-Hill 2017, VII ed. (the whole book, including chapters 13 and 18)
Selected readings specifically chosen for students of the BA Courses in Scienze della Comunicazione, Ingegneria (Gestionale e Informatica), Lingue e culture straniere
One of the following books (descriptions of all titles are avalable at www.carocci.it):
Lavinia Bifulco, Che cos'è una organizzazione, 2012
Alessandro Bollo, Il marketing della cultura, Carocci 2019
Romano Cappellari, Marketing della moda e dei prodotti lifestyle, Carocci 2016
Ida Castiglioni, La comunicazione interculturale: competenze e pratiche, Carocci 2005
Vanni Codeluppi, Che cos’è la pubblicità, Carocci 2019
Enrico R. Lehmann, Come si realizza una campagna pubblicitaria, Carocci 2014
Nicolette Mandarano, Musei e media digitali, Carocci 2019
Paola Stringa, Che cos'è la disintermediazione, Carocci 2017
Paola Stringa, Spin doctoring e strategie di comunicazione politica, Carocci 2009
Ilaria Ventura, Che cos’è il packaging, Carocci 2014
or another text to be chosen together with the teacher, according to scientific and/or professional interests of the student.
Programme
The marketing approach and the different dimensions of the value concept Consumer and Neoconsumer; The purchasing behavior of the consumer and of the organizations
Market segmentation and personas
Marketing research and its role
Strategic planning and marketing planning
Marketing decisions about product; The Co-Creation concept
Marketing decisions about service; The integration product-service
Marketing decisions about price; The Currency concept
Marketing decisions about product placement and selling networks management; The Channel concept
Brand management as a key factor of value creation; Brand Activism and its relations with purpose
The management of marketing communication and the integrated corporate communication; The Communication concept
Information Technology, disruptive innovation and the marketing process
The selling process and its various forms; The omnichannel customer experience
Marketing planning
History and latest developments of marketing.
Core Documentation
Learning materials for attending students J.P. Peter - J.H. Donnelly - C.A. Pratesi, Marketing, McGraw-Hill 2017, VII ed. (excluding chapter 13 on Selling and sales networks management and chapter 18 on International marketing)
Selected readings specifically chosen for students of the BA Courses in Scienze della Comunicazione, Ingegneria (Gestionale e Informatica), Lingue e culture straniere, available starting from February 1, 2022 at the Copyando Copisteria (Via Ostiense 461a)
Papers and slides illustrated during classes, to be distributed via email.
Learning materials for non attending students
J.P. Peter - J.H. Donnelly - C.A. Pratesi, Marketing, McGraw-Hill 2017, VII ed. (the whole book, including chapters 13 and 18)
Selected readings specifically chosen for students of the BA Courses in Scienze della Comunicazione, Ingegneria (Gestionale e Informatica), Lingue e culture straniere
One of the following books (descriptions of all titles are avalable at www.carocci.it):
Lavinia Bifulco, Che cos'è una organizzazione, 2012
Alessandro Bollo, Il marketing della cultura, Carocci 2019
Romano Cappellari, Marketing della moda e dei prodotti lifestyle, Carocci 2016
Ida Castiglioni, La comunicazione interculturale: competenze e pratiche, Carocci 2005
Vanni Codeluppi, Che cos’è la pubblicità, Carocci 2019
Enrico R. Lehmann, Come si realizza una campagna pubblicitaria, Carocci 2014
Nicolette Mandarano, Musei e media digitali, Carocci 2019
Paola Stringa, Che cos'è la disintermediazione, Carocci 2017
Paola Stringa, Spin doctoring e strategie di comunicazione politica, Carocci 2009
Ilaria Ventura, Che cos’è il packaging, Carocci 2014
or another text to be chosen together with the teacher, according to scientific and/or professional interests of the student.
Reference Bibliography
Learning materials for attending students J.P. Peter - J.H. Donnelly - C.A. Pratesi, Marketing, McGraw-Hill 2017, VII ed. (excluding chapter 13 on Selling and sales networks management and chapter 18 on International marketing) Selected readings specifically chosen for students of the BA Courses in Scienze della Comunicazione, Ingegneria (Gestionale e Informatica), Lingue e culture straniere, available starting from February 1, 2022 at the Copyando Copisteria (Via Ostiense 461a) Papers and slides illustrated during classes, to be distributed via email. Learning materials for non attending students J.P. Peter - J.H. Donnelly - C.A. Pratesi, Marketing, McGraw-Hill 2017, VII ed. (the whole book, including chapters 13 and 18) Selected readings specifically chosen for students of the BA Courses in Scienze della Comunicazione, Ingegneria (Gestionale e Informatica), Lingue e culture straniere One of the following books (descriptions of all titles are avalable at www.carocci.it): Lavinia Bifulco, Che cos'è una organizzazione, 2012 Alessandro Bollo, Il marketing della cultura, Carocci 2019 Romano Cappellari, Marketing della moda e dei prodotti lifestyle, Carocci 2016 Ida Castiglioni, La comunicazione interculturale: competenze e pratiche, Carocci 2005 Vanni Codeluppi, Che cos’è la pubblicità, Carocci 2019 Enrico R. Lehmann, Come si realizza una campagna pubblicitaria, Carocci 2014 Nicolette Mandarano, Musei e media digitali, Carocci 2019 Paola Stringa, Che cos'è la disintermediazione, Carocci 2017 Paola Stringa, Spin doctoring e strategie di comunicazione politica, Carocci 2009 Ilaria Ventura, Che cos’è il packaging, Carocci 2014 or another text to be chosen together with the teacher, according to scientific and/or professional interests of the student.Type of delivery of the course
The Marketing Course is based on: - lectures including a theoretical part and the illustration of examples and cases, integrated by discussions on the topics covered in each class with the active participation of students; - if possible, the intervention of a manager/company executive. Attendance is optional but highly recommended. The course is in fact part of the scientific-disciplinary grouping SECS-P/08 (Economics and business management), which requires a different approach to study than that of communication sciences. It is also strongly recommended to attend the course in the second year of the Degree Course in Communication Sciences, in order to become familiar with the latter. Non-attending students are reminded that they must contact the teacher at the email address sabina.addamiano@uniroma3.it in order to: - notify their non-attending status at least 3 months before the date of the session in which they want to take the exam: - communicate the title of the selected additional book; - evaluate with the teacher the opportunity to agree on another title/part of the exam program on the basis of their scientific interests and professional orientation. Both attending and non-attending students enrolled in BA Courses other than Communication Sciences (Languages, Engineering and others) must also contact the teacher at the email address sabina.addamiano@uniroma3.it, in order to: - make their participation in the Course known at least 3 months before the date of the appeal in which they want to take the exam; - receive specific information and materials to contextualize the the Marketing Course in their learning path.Attendance
The Marketing Course is based on: - lectures including a theoretical part and the illustration of examples and cases, integrated by discussions on the topics covered in each class with the active participation of students; - if possible, the intervention of a manager/company executive. Attendance is optional but highly recommended. The course is in fact part of the scientific-disciplinary grouping SECS-P/08 (Economics and business management), which requires a different approach to study than that of communication sciences. It is also strongly recommended to attend the course in the second year of the Degree Course in Communication Sciences, in order to become familiar with the latter. Non-attending students are reminded that they must contact the teacher at the email address sabina.addamiano@uniroma3.it in order to: - notify their non-attending status at least 3 months before the date of the session in which they want to take the exam: - communicate the title of the selected additional book; - evaluate with the teacher the opportunity to agree on another title/part of the exam program on the basis of their scientific interests and professional orientation. Both attending and non-attending students enrolled in BA Courses other than Communication Sciences (Languages, Engineering and others) must also contact the teacher at the email address sabina.addamiano@uniroma3.it, in order to: - make their participation in the Course known at least 3 months before the date of the appeal in which they want to take the exam; - receive specific information and materials to contextualize the the Marketing Course in their learning path.Type of evaluation
The evaluation will be carried out by: - an individual interview, possibly based on a short individual paper previously agreed upon with the teacher. The commitment for the drafting of the paper will have a positive impact on the final result; - the contribution made by each student during classes. During the individual interview, each candidate shall: - demonstrate a sound knowledge of the concepts illustrated during the course; - have the ability to expose them using clearly the technical terminology used during the course, and possibly integrating them with relevant examples; - in the case of the presentation of a paper, illustrate the methodology and criteria followed for the development of the short individual paper. The contribution to the building of a learning community and the acquisition of the Soft Skills listed in the Dublin Descriptors for the first cycle will also be positively considered as to the final assessment.