20704032 - MARKETING

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:

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.


 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


• Definition of marketing.
• Attention to the customer: Customer Relationship Management (CRM).
• Marketing management.
• Strategic planning.
• The functions of the budget.
• The corporate organization functional to marketing.
• Marketing in the global economy.
• The concepts of market, sector and business.
• Resources and capabilities.
• Product market stakeholders.
• Environmental analysis.
• The company strategy for internationalization.
• The product.
• The segmentation process.
• The marketing mix.
• The determination of the price.
• The positioning.
• The distribution.
• The communication process.
• Characteristics, advantages and benefits of sales techniques.
• Negotiating methodologies.
• Online sales of products.

Core Documentation

Slides provided by the teacher.


Class attendance is expected.

Type of evaluation

The student will be asked 3 or 4 main questions on the chapters relating to the program and, if necessary, additional questions will be asked requesting clarification on the topics exposed.