09511 - Marketing

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

This course provides a comprehensive overview of marketing management, equipping students with the main variables, theories, and tools needed to understand and apply marketing principles. In the first part, the focus is on the diagnostic nature of marketing, covering consumer behavior analysis, market segmentation, and the development of marketing strategies and plans through research-based decision-making. The second part emphasizes implementation, guiding students through key areas such as product and brand management, pricing, distribution channels, and communication. Practical application of theoretical frameworks in real business contexts is a core component, with attention also given to post-purchase behavior and customer relationships. A specific focus will highlight the growing role of marketing as a force for good, in line with the latest developments in the field.

Structure of the course:

1 Introduction to Marketing

2 Market structure

3 Competition Analysis

4 Competition Analysis

5 Segmentation

6 Consumer behavior

7 Product and brand

8 Market Research

9 Group Work presentation

10 Group Work presentation

11 Positioning

12 Communication

13 Communication

14 Sales Promotion

15 Pricing

16 Distribution

17 Group work in class

18 CRM

19 CRM

20 Better Marketing for a better world: SDGs and marketing

Readings/Bibliography

The required textbook is:

Title: Marketing Management,
Authors: Russ Winer, Ravi Dhar

Publisher: Prentice Hall (International Edition) Fourth Edition
Year: 2014

Lecture notes

Students will be equipped with slides and additional material during the course that will be uploaded on Virtuale in .pdf format before each class, so that students can bring a printed version of the slides to annotate them during class at their convenience.

Teaching methods

The main instructional approaches used in the course are:

- Lectures

- Group Work

- Case Studies

- Problem-Based Learning

- Guest Speakers

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. 

Guest speakers will be invited to bring also a practical perspective to the course.

We will learn that marketing is an evolving discipline so lectures will be continously filled with real examples from the practice. Students will also be asked to bring their own examples in class by observing what is happening during their daily life (at the supermarket, on social media platforms, by watching TV or by reading the newspaper). 

Participation of Exchange Students:

A maximum of 20 exchange students (Erasmus, Overseas, etc.) is accepted. FIRST COME, FIRST SERVED logic will be used for incoming students.

Assessment methods

Though not compulsory, class attendance and participation in team-work assignments is strongly encouraged.

Course evaluation will be different depending on the non-compulsory participation in team-work assignment, as detailed in the following:

Students participating in team-work assignments:

Component Weight (%)

Final Exam 50

Group Project 50

Or

First mid-term exam 25

Second mid-term exam 25

Group Project 50

Students who do not participate in team-work assignments:

Component Weight (%)

Final Exam 100

Or

First mid-term exam 50

Second mid-term exam 50

Group Project

 

Final exam and group project structure:

Team-work assignments consist of: 1) one intermediate short team-work project at the end of the first term; 2) one final team-work project at the end of the second term. Details about the topic of the team-work projects will be presented during lectures.

Students can attend a mid-term exam (not compulsory) during the teaching break at the end of the first sub-cycle, and then the second mid-term exam at the end of the course. The grades of the two mid-term exams will be averaged to compute the “final written exam” grade.

The course material chapters on the topics discussed in the team-work assignments will be excluded from the exam program for those students who will participate in team-work assignments.

The evaluation criteria for the project work are the following: 1) Exhaustivity of the presentation; 2) Ability to address the topic correctly; 3) Presentation skills; 4) Respect of the allotted time

The evaluation criteria for the final exam are the following: 1) Ability to answer correctly the questions; 2) Quality of response/length of the response ratio

Exam policy:

By School regulation, those who positively pass the first mid-term exam (i.e. grade greater or equal to 18), have the chance to take the second mid-term exam either in the January or February session. However, the second mid-term can be taken only once. Therefore, if a student does not pass the second mid-term exam (or opts for a re-take), s/he can attend only total exams from that moment on.

The course material chapters on the topics discussed in the team-work assignments will be excluded from the exam program for those students who will participate in team-work assignments.

The test assessment grid is determined as follows:

- < 18 insufficient

- 18-23 sufficient

- 24-27 average/good

- 28-30 very good

- 30 cum laude excellent/outstanding

A maximum of 20 exchange students (Erasmus, Overseas, etc.) is accepted. FIRST COME, FIRST SERVED logic will be used for incoming students.

Students with disability or specific learning disabilities (DSA) are required to make their condition known to find the best possible accommodation to their needs

Teaching tools

Tools, platforms, or resources used during the course:

- Learning platform: Virtuale (virtuale.unibo.it) contains the slides and the team-work assignments

- Presentation software: PowerPoint

- Communication tools: Email; Teams; Forum on Virtuale

- Other digital tools/software: Wooclap, Mentimeter

Office hours

See the website of Annamaria Tuan