- Docente: Alessandra Zammit
- Credits: 8
- SSD: SECS-P/08
- Language: Italian
- Teaching Mode: Traditional lectures
- Campus: Forli
-
Corso:
First cycle degree programme (L) in
Economics and Business (cod. 8851)
Also valid for First cycle degree programme (L) in ECONOMICS AND BUSINESS (cod. 0904)
Learning outcomes
The goal of this course is to learn strategical and analytical marketing processes. By the end of the course students will be able to: - analyze consumer decision making process - understand segmentation and positioning strategies - analyze competitive scenario and identify sources of competitive advantage - implementing operational marketing decisions
Course contents
Course contents are: - definition of marketing and evolution
- data collection and data analysis - managing marketing
research - understanding consumer behavior - understanding
the concepts of customer satisfaction and loyalty - market
segmentation - brand management and brand value - product life
cycle - product management - price management - distribution
channels and retailing strategies - marketing communication -
personal and non personal communication channels - new product
development
Readings/Bibliography
Marketing Management 14 edition Kotler, Keller, Ancarani, Costabile
Pearson.
During the classes the exam program will be provided
Teaching methods
Traditional teaching methods, case studies and team work.
Assessment methods
Written exam, multiple choices and open ended questions.
The exam is based on the textbook.
Teaching tools
Traditional teaching methods, and case discussion. at the end of
the course students will have the opportunity to work on a team
project.
Office hours
See the website of Alessandra Zammit