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
2 Building brand identity, image, and design
3 Analytical phase: market, consumers, competitors
4 Strategy: corporate and marketing
5 Operational phase: product, price, distribution, communication
6 Planning: programming and control of marketing activities
7 Digital marketing and innovation
8 Ethics and sustainability in marketing
“Marketing” by Peter J. Paul , Donnelly James H. Jr. , Pratesi Carlo Alberto published by McGraw-Hill Education , 2024
2. Prof.'s slides.
3. Reading:
"Fare marketing rimanendo brave persone. Etica e poetica del mestiere più discusso del mondo." - G. Morici
4. During the course, entrepreneurs and managers from the sector will participate as guests, illustrating real business cases.
The case studies analyzed, whose slides will be posted on the portal, may be included in the exam.
Programme
1 Introduction to marketing management2 Building brand identity, image, and design
3 Analytical phase: market, consumers, competitors
4 Strategy: corporate and marketing
5 Operational phase: product, price, distribution, communication
6 Planning: programming and control of marketing activities
7 Digital marketing and innovation
8 Ethics and sustainability in marketing
Core Documentation
1. Textbook:“Marketing” by Peter J. Paul , Donnelly James H. Jr. , Pratesi Carlo Alberto published by McGraw-Hill Education , 2024
2. Prof.'s slides.
3. Reading:
"Fare marketing rimanendo brave persone. Etica e poetica del mestiere più discusso del mondo." - G. Morici
4. During the course, entrepreneurs and managers from the sector will participate as guests, illustrating real business cases.
The case studies analyzed, whose slides will be posted on the portal, may be included in the exam.
Attendance
Attendance is not mandatory and the exam program is equal for all students. Students who regularly attend classes can earn bonus points through interactive quizzes, individual exercises, and group work. They are also eligible for an interim exam, approximately halfway through the course, which counts toward the final grade.Type of evaluation
Verbal exam, aimed at assessing knowledge of conceptual content and the ability to relate it to real-world scenarios.