- Docente: Sara Valentini
- Credits: 9
- SSD: SECS-P/08
- Language: English
- Teaching Mode: Traditional lectures
- Campus: Bologna
- Corso: First cycle degree programme (L) in Business and Economics (cod. 8965)
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.
Assessment methods
Written exam and team work activity
Teaching tools
teaching materials essential to the course and compulsory for the exams will be available on AMS CAMPUS.
Office hours
See the website of Sara Valentini