09511 - Marketing

Learning outcomes

At the end of the course students are able to understand and use the main variable, theories and tools of marketing managemant. After discussing some main theoretical frameworks at hte end of the course students will be able to aplly them to the real company and market contest. Students are able to analyse behavior and after sale behavior of costumers, to segment the market, to define a marketing plan and decide the main section of marketing mix such as product and brand management, pricing, distribution channels and comunication.

Course contents

The first part of the course introduces the role of marketing within companies and organizations and focuses on analyzing customers' needs and behaviors both at the consumer and organization level, developing segmentation and positioning strategies. One of the purpose of this first part is to familiarize students with the fundamentals of marketing research, that is developing research questions, analyzing data and drawing inferences, with a view to making better business decisions. It will provide the conceptual framework and improve the analytical and creative skills that are necessary to define and develop superior value, profitably deliver it to a carefully selected target market, and sustain both the value and the profitability in the face of ever-changing customer needs and competitive offerings.

The second part focuses on marketing decision making and customer relationship management. Students will discuss how a product can be launched and managed and how a marketing strategy can be implemented through distribution decisions, sales force management, pricing decisions, communication decisions.

Specific topics on service marketing will also be included.

Readings/Bibliography

The required textbook is:

Title: Marketing Management,
Authors: Russ Winer, Ravi Dhar

Publisher: Prentice Hall (International Edition) Fourth Edition
Year: 2014

Additional material (e.g. readings, assignments, exercises, datasets) is required for the exam and must be studied. This material will be distributed as needed and will be available at AMS Campus

Teaching methods

Each class is either primarily a lecture or a case analysis and discussion. Exercises and teamwork will be also developed to open discussion about how to analyze read data and apply the concepts to real cases.

The course will use a mixture of three main tools: discussion of cases, interpretation of data and analysis to develop problem solving skills, and readings to understand core competencies and become aware of theories and techniques.
It is important to keep in mind that the core principles in marketing strategy typically transcend specific applications. Key ideas, theories and tools can be applied to different type of organizations and situation, to financial services, consumer products, industrial markets, and non-profit enterprises. With this in mind, we will draw material from a variety of sources and settings. The final step of transferring the ideas from the cases and discussions to your own situation is critical to making these ideas work for you.

Participation of Exchange Students:

A maximum of 20 exchange students (Erasmus, Overseas, etc.) is accepted. FIRST COME, FIRST SERVED logic will be used for incoming students.

Assessment methods

Evaluation Overview

Team Work* (Assignments/cases): 40%

Final Sit-in Exam (Individual): 60%

Final Grade=0.6 Sit-in Exam Grade + 0.4 TeamWork

Final Sit-in Exam:

The final examination will be a 1-hour exam. The exam will be designed to test your understanding of the topics covered in the lectures, readings, cases and assignments. It can contain open questions and exercises (please download the excel files available in the course webpage for the exercises).

Team Work:

The team work activity is often done in collaboration with a company/ consists of solving a marketing problem. The final purpose is to complete and present the project during the last week of the course.

The project project is split into two distinct assignments + the final presentation. Assignments main purpose is to acquire information about the market using techniques, theories and tools discussed in class.

 

 

PLEASE NOTE: From September 2020 till February 2021 exams will take place only in remote mode, thorough an online written exam.

Teaching tools

teaching materials essential to the course and compulsory for the exams is available thorough "Teaching resources on Virtuale".

 

Students with disability or specific learning disabilities (DSA) are required to make their condition known to find the best possibile accomodation to their needs

Office hours

See the website of Sara Valentini