Marketing - Stream A
Marketing - Stream A
Academic year 2020/2021
- Course ID
- Cecilia Casalegno (Lecturer)
- 2nd year
- Course disciplinary sector (SSD)
- SECS-P/08 - economia e gestione delle imprese
- Formal authority
- Type of examination
- Type of learning unit
Sommario del corso
The marketing course has the purpose to define the role of the marketing function inside a company and illustrate its principles and rules.
Results of learning outcomes
The objective is to professionalize students with the necessary notions in order to become a marketing manager and work in a marketing team.
- Marketing basics
Evolution of the marketing function inside a company – Marketing: classic and modern definiton - Micromarketing and macromarketing - Marketing related to other functional areas in a company - Marketing and company framework generic and specific.
- Strategic planning and marketing planning
Strategic planning – Strategic analysis and its utility for marketing - Marketing and strategies development - Marketing and competitive strategies – Marketing strategies in a company – From corporate strategy to marketing strategy – Different marketing strategies linked to company market position.
- The market
Customer behavior – Organization behavior – Competitive analysis – Market researches and information technology
- Segmentation - Positioning.
- Marketing mix variables
Product and service policies – New products/services development – Price determination methods – Market prices in specific conditions – Distribution channel choice, distribution intensity, channel managing - Logistics – Promotion strategies – The role of employees in sales, advertisement and public relation - Internet marketing: application fields and managing strategies – Marketing strategies plan e management – Quantitative aspects
- Case studies, company presentations and exercise
The used educational method includes classroom debate about case studies, companies presentations with speakers with a great marketing experience.
Learning assessment methods
written test - both multiple choice and open questions. The exam has to be taken online, due to the COVID 19 emergency.
Kotler, P., Armstrong, G., Harris, L. C., & Piercy, N. (2019). Principles of Marketing. European edition. Essex: Pearson Education Limited.
Suggested readings and bibliography
“Le modalità di svolgimento dell'attività didattica potranno subire variazioni in base alle limitazioni imposte dalla crisi sanitaria in corso. In ogni caso è assicurata la modalità a distanza per tutto l'anno accademico”