49236 - Economics and Marketing

Course contents

Course Economics and Marketing

Thetraining course aims to develop the basic knowledge related to marketing activities that take place in businesses, both in terms of operational and strategy. We'll take a look at the corporate world, with its own logic, rules, communication, competitive challenge to the markets. Want to be a basic course for non-experts to understand that marketing is not just for specialists, but it's part of our lives, regardless of the role we have, goes into our daily actions, choices and decisions. Know the rules of the game helps us to understand the context in which we move, to prevent errors, to implement the best strategies.
The course is divided into modules connected to each other, which outline a course of theoretical and practical learning.

 

Program / Content

Lesson 1 - Introduction to Marketing - Company, Mission & Vision
What is the company and what are its values ​​expressed in the mission and vision.

Lesson 2 - Fundamentals of Marketing - Definition, History and Ideology
The definition of market and marketing, its ideology and history, the concepts of strategy and tactics, strategic planning and marketing management.

Lesson 3 - Marketing Strategy and Tactics - Planning, Management
The concept of strategic and tactical marketing. The process of planning and management of marketing activities.

Lesson 4 - Strategic Marketing - Marketing Analytic
Methods of market analysis, presentation of practical cases

Lesson 5 - Strategic Marketing - Segmentation, Targeting
The principles of marketing strategy: market segmentation, the model of Abell and analysis of the attractiveness of the market segments with the selection of segments of interest (targeting).

Lesson 6 - Strategic Marketing - Positioning
The positioning of the products, the matrix of Boston (BCG) and McKinsey (GE).
Case history in the field of the pharmaceutical market.

Lesson 7 - Customers
Definition of customer / consumer relations with the company, the buying process, customer value and customer satisfaction, the strategy of value to pursue the companies, the model of the value chain of Porter.

Lesson 8 - Competitors
Competition analysis using the competitive profile, impact analysis, the Porter's 5 forces and SWOT analysis. How to measure the performance of marketing (market share, rate of penetration and evolution), who are the stakeholders of the company and how to improve performance with benchmarking.

Lesson 9 - Product
Life cycle of the product, the value of the brand, how to define the break-even-point of a product.

Lesson 10 - Operational Marketing
The use of marketing, the marketing mix and the structure of the marketing plan. The modern customer management systems using customer relationship management (CRM).

Lesson 11 - Types of Marketing
Presentation of the concepts of incubators, spin-offs, franchising, trade marketing, the role of suppliers.

Lesson 12 - Online Marketing
Social marketing and the basics of business and internet marketing.

Assessment methods

The assessment of learning outcomes will occur with the written test lasting 45 minutes, consisting of 20 multiple-choice questions, without the aid of notes or books. The questions will be on topics covered in the slides presented in the course.
Attendance at lectures, although not mandatory, is an element of evaluation.
Classes will be held in the period October 2013-January 2014.
The first examination session will be in January-February 2014.

Teaching tools

After each lesson makes available the slide show in the Educational Materials.

Office hours

See the website of Patrizio Ferrari