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 organisational buying behaviour. Factors influencing choices, the buying decision process, the specific features of business-to-business markets.
Segmentation and competition. Segmentation criteria, targeting and positioning. Industry and competitor analysis, Porter's five forces, competitive advantage.
Corporate strategy and marketing strategy. Mission and business definition according to Abell's model, portfolio analysis with the BCG matrix, growth strategies according to the Ansoff matrix. SWOT analysis, objectives, positioning choices and competitive strategies.
Creating value through brands. Brand identity and image, brand equity, brand architecture and management.
Customer relationships and services marketing. Customer relationship management, satisfaction, loyalty and customer lifetime value. Characteristics of services, perceived quality, customer experience management.
Product decisions. Product classification, product lines, life cycle, new product development.
Pricing and distribution channels. Factors shaping price, pricing methods and strategies. Channel structure, intermediaries, distribution choices and omnichannel.
Marketing communication and the communication process. The role of communication in the marketing mix and integrated communication. Models of the communication process, sender, message, channel and receiver.
Strategic communication choices and digital marketing. Setting objectives, determining the budget, creative strategy. E-commerce, social media and new forms of relationship between companies and consumers.
The marketing plan and sustainability. Plan structure, from analysis to objectives, actions and control. Corporate social responsibility, sustainable marketing, the risk of greenwashing.
Generative AI, marketing and the creative industries. Applications, opportunities and limits of generative AI in marketing activities. Impact on creative processes, content production and communication professions.
Teaching materials: lecturer's slides and materials from company talks, available on Moodle.
Optional reading: G. Morici, Fare marketing rimanendo brave persone, Feltrinelli, 2014.
Non-attending students use the same texts; slides and talk materials are part of the exam syllabus.
Erasmus students may take the exam in English and should contact the lecturer at the start of the course to agree on alternative English-language texts.
Programme
Introduction to the marketing management process. Definitions, evolution of the marketing concept, market orientation and value creation.Consumer and organisational buying behaviour. Factors influencing choices, the buying decision process, the specific features of business-to-business markets.
Segmentation and competition. Segmentation criteria, targeting and positioning. Industry and competitor analysis, Porter's five forces, competitive advantage.
Corporate strategy and marketing strategy. Mission and business definition according to Abell's model, portfolio analysis with the BCG matrix, growth strategies according to the Ansoff matrix. SWOT analysis, objectives, positioning choices and competitive strategies.
Creating value through brands. Brand identity and image, brand equity, brand architecture and management.
Customer relationships and services marketing. Customer relationship management, satisfaction, loyalty and customer lifetime value. Characteristics of services, perceived quality, customer experience management.
Product decisions. Product classification, product lines, life cycle, new product development.
Pricing and distribution channels. Factors shaping price, pricing methods and strategies. Channel structure, intermediaries, distribution choices and omnichannel.
Marketing communication and the communication process. The role of communication in the marketing mix and integrated communication. Models of the communication process, sender, message, channel and receiver.
Strategic communication choices and digital marketing. Setting objectives, determining the budget, creative strategy. E-commerce, social media and new forms of relationship between companies and consumers.
The marketing plan and sustainability. Plan structure, from analysis to objectives, actions and control. Corporate social responsibility, sustainable marketing, the risk of greenwashing.
Generative AI, marketing and the creative industries. Applications, opportunities and limits of generative AI in marketing activities. Impact on creative processes, content production and communication professions.
Prerequisiti
-Core Documentation
Required: G. Guillaro (ed.), Marketing, McGraw-Hill Create, ISBN 9798219130922.Teaching materials: lecturer's slides and materials from company talks, available on Moodle.
Optional reading: G. Morici, Fare marketing rimanendo brave persone, Feltrinelli, 2014.
Non-attending students use the same texts; slides and talk materials are part of the exam syllabus.
Erasmus students may take the exam in English and should contact the lecturer at the start of the course to agree on alternative English-language texts.
Attendance
Attendance is optional but strongly recommended. The exam syllabus is the same for all students. Requirements for attending-student status Students are considered attending students if they meet both of the following requirements. Group work. At least three group assignments are planned during the course, each marked from 0 to 3. Participation in all assignments is required; none may be marked 0, and the overall average must be at least 1.5. Participation alone is not sufficient: work that is generic, careless, or produced with artificial intelligence tools without genuine analysis by the group is marked 0 and results in the loss of attending-student status. Company talks. Attendance at no less than 70% of the company talks held in class is required. Benefits for attending students The average of the group work marks is added to the oral exam mark, provided the oral exam is passed (at least 18/30). The final mark is rounded to the nearest whole number, rounding up from .5, and cannot exceed 30/30; the award of cum laude is at the lecturer's discretion. Attending students may also take the possible partial exam or early exam session. The bonus remains valid up to and including the June 2027 exam session, after which it expires. Students who fail to meet either requirement take the exam as non-attending students, with no additional points and no access to the partial exam or early session, and can still achieve the maximum mark. Examples A student who scores 2, 3 and 2 in the group assignments (average 2.33) and 26 in the oral exam obtains a final mark of 28. A student who scores 1, 1 and 2 (average 1.33) does not reach the minimum threshold and takes the exam as a non-attending student. A student who scores 0 in any assignment loses attending-student status regardless of the other marks.Type of evaluation
The exam is an oral test on the entire syllabus, lasting approximately 10-15 minutes, consisting of open questions on different parts of the syllabus. The exam assesses knowledge of the content, the ability to apply models to real situations, independent judgement and clarity of expression, with correct use of the discipline's vocabulary. Marks are expressed out of 30 according to the following criteria: 18-21, basic knowledge of the content, uncertain presentation and difficulty in applying models; 22-25, correct but not in-depth knowledge, guided or partial application of models; 26-28, complete knowledge, good ability to apply models and connect topics, clear presentation; 29-30 cum laude, full mastery of the content, critical and independent analysis of cases, precise and rigorous presentation. For attending students, as defined in the Attendance section, the average of the group work marks is added to the oral exam mark, provided the oral exam is passed. Students with disabilities or specific learning disorders may request the support measures to be granted during the exam through the University portal: https://www.uniroma3.it/roma-tre-inclusiva-studenti-con-disabilita-e-con-dsa/