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Marketing - Stream B
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Marketing - Stream B
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Academic year 2019/2020
- Course ID
- MAN0271
- Teaching staff
- Cecilia Casalegno (Lecturer)
Fabrizio Mosca (Lecturer)
Valentina Chiaudano (Tutor) - 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
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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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Course delivery
Frontal lectures
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Learning assessment methods
From September, the exam (written: 3 open questions) will be scheduled face-to-face again (classroom in the School of Management and Economics).
Students residing outside the region, who will not be able to come to School due to the persistence of the Covid-19 emergency, will be admitted to take an oral exam remotely with WebEx (at a later time than the classroom exam time).- Oggetto:
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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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.Suggested readings and bibliography
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Kotler's books
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