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
• 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.
Programme
MARKETING PROGRAM• 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.Attendance
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.