- Docente: Massimo Di Menna
- Credits: 6
- SSD: SECS-P/08
- Language: Italian
- Teaching Mode: Traditional lectures
- Campus: Bologna
- Corso: Second cycle degree programme (LM) in Public and Social Communication Sciences (cod. 0974)
Course contents
-
Three main parts of marketing - analysis, development, communication
-
Marketing and selling techniques
-
Marketing models – new marketing profit models, corporate social responsibility, social marketing, fund raising, Customer Relationship Management, Cause Related Marketing, Web marketing, Marketing for public administration, customer satisfaction
-
Marketing for start up – business planning
-
Basics of economics for marketing applications
-
Case studies and evidences regarding Policlinico S. Orsola, municipalities, Unindustria, Ascom, Ima, Ducati, Ikea, Tecnogym, PMI, spin off, start up,..
Readings/Bibliography
Principi di marketing, Autori: Kotler Philip, Armstrong Gary Curato da: Scott W. G. Traduttori: Myr B., Gubian S. Editore: Pearson Education Italia Data di Pubblicazione: 2009 ISBN: 8871925572 ISBN-13: 9788871925578 Pagine: 796
Il marketing che cambia. Un nuovo approccio al profitto, alla crescita e al rinnovamento, Autori: Kotler Philip, Dipak C. Jain, Maesincee Suvit Curato da: Scott W. G. Editore: Il Sole 24 Ore Pirola Data di Pubblicazione: 2007 ISBN: 888363912X ISBN-13: 9788883639128 Pagine: XVI-182
Teaching methods
The lectures will focus on scientific
approach concerning marketing management and will be
supplemented with practical case studies aimed at giving all
students the opportunity to tackle real problems. These activities
are structured so that during each practical session students will
be able to produce practical solutions to the theoretical problems
outlined during lectures.
Assessment methods
Students must sit a written test comprising of a series of questions that aim to ascertain students' understanding of the theory of the technology presented during lectures, and a practical problem similar to the ones dealt with during the practical exercises related to the course lectures.
Teaching tools
Learning objects written for Regione Emilia Romagna and University of Bologna for managers continuous education. http://campus.cib.unibo.it/23830/
Office hours
See the website of Massimo Di Menna