28208 - Marketing Models

Learning outcomes

Within this course students are expected to understand and analyse the firm's main issues about marketing and selling techniques. Each student will be able to master both the basics of economics and the basic tools for marketing application in the following various fields: 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. Students will learn about application cases directly through the experience of many entrepreneurs who will be invited to speak throughout the duration of the course.

Course contents

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Contents:

Economics

• How to read companies' balance sheets

• Programming and control, business management, business audit

• Break even point

• Intellectual property

• Company structures

• Economical instruments for companies' strategies

Marketing

• Corporate Strategy

• Research marketing

• Product development marketing

• Pricing

• Promotion marketing, brand equity

• Digital marketing

• A concrete recipe to create and apply a marketing plan.

Selling techniques

• Two selling techniques

• Persuasive methods

• Presentation methods

Specific and new marketing models

• Marketing for public administration

• Marketing for start-up companies

• Cause Related Marketing

• Viral marketing

• Internationalisation

• Social marketing

• Fund raising

• Creativity

Marketing and technologies

• Web marketing

• Search engine optimisation

• Contact centres

• Customer relationship management

• Social networks

• Videos for marketing

Case studies

Students will learn about application cases directly through the experience of many entrepreneurs who will be invited to speak throughout the duration of the course.

Readings/Bibliography

1. J. P. Peter, J. H. Donnelly jr., C. A. Pratesi, Marketing, Milano, McGraw-Hill Education, 2017, 6a edizione (chapters 4 6 7 8 9 10 11 13 14 15; Other chapters of the same book have been taught in this course: "75520 - COMUNICAZIONE E MARKETING")

2. Teaching material and slides will be given students by e-mail and through Campus [http://campus.unibo.it/]

Teaching methods

This is considered particularly important: Students will learn about application cases directly through the experience of many entrepreneurs who will be invited to speak throughout the duration of the course. That is why it is strongly recommended to attend lessons.

Assessment methods

For the examination, students must demonstrate their knowledge on the main topics of the course program:

· Economics (balance sheets, Break even point)

· Marketing (Research marketing methods, Product development marketing, Promotion marketing, marketing plan)

· Specific and new marketing models

· Marketing and technologies

· Application to case studies.

The examination is composed of:

· an oral exam with three questions

· For students with low attendance: in addition, a document to be sent by e-mail to the professor at least 7 days before the oral exam and which is also to be explained during the exam. This document must contain:the main topics of the course program and their application to a company situation.

The exam is in Italian but can be taken in English, if the student is willing to.

Teaching tools

Teaching material and slides will be given students by e-mail and through Campus

Office hours

See the website of Massimo Di Menna