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Marketing - Stream A

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Marketing - Stream A

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Academic year 2020/2021

Course ID
MAN0271
Teacher
Cecilia Casalegno (Lecturer)
Year
2nd year
Type
Distinctive
Credits/Recognition
6
Course disciplinary sector (SSD)
SECS-P/08 - economia e gestione delle imprese
Delivery
Formal authority
Language
English
Attendance
Obligatory
Type of examination
Written
Type of learning unit
corso
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Sommario del corso

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Course objectives

The marketing course has the purpose to define the role of the marketing function inside a company and illustrate its principles and rules. 

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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.

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Program

- 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.

Second session
- 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

Third session
- 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.

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Course delivery

Frontal lectures 

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Learning assessment methods

written test - both multiple choice and open questions. The exam has to be taken online, due to the COVID 19 emergency

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Support activities

Kotler, P., Armstrong, G., Harris, L. C., & Piercy, N. (2019). Principles of Marketing. European edition. Essex: Pearson Education Limited.

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Suggested readings and bibliography

Kotler's books

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Notes


“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”

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