28208 - Marketing Models

Learning outcomes

Upon completion of the course, students will have advanced knowledge of the issues companies face in their marketing policies and sales techniques. They will also acquire basic knowledge of economic analysis and master marketing application tools in the following fields: new profit marketing models; corporate social responsibility; fundraising, customer relationship management, cause-related marketing, web marketing, marketing for public administration, and customer satisfaction.

Course contents

The proposed approach will be business-oriented, with in-depth analysis of topics such as budgets, pricing, KPIs, and cost analysis. This helps understand consumer behavior.


1. Understanding marketing processes: how to create a valuable relationship; designing strategies and customer relationships; how to create competitive advantage


2. Analyzing consumers and markets: understanding the environment; conducting research; analyzing consumer markets


3. Designing and managing marketing: segmentation, targeting, positioning; products, services, and brands; pricing and cost; marketing channels; the marketing mix; the marketing plan


BONUS: Case studies and testimonials

Readings/Bibliography

PRINCIPI DI MARKETING di Kotler, Armstrong, Ancarani, Costabile; Pearson

Teaching methods

Lectures will provide students with the tools to develop a proper marketing plan.


Furthermore, students will be presented with case studies based on the instructor's experience in various companies.


This provides students with an initial exposure to the business world "from the inside."

Assessment methods

There is only one examination format: a written paper based on the required reading, plus a project.


For attending students: the project involves creating a comprehensive marketing plan for a company of the team's choice. Teams must consist of a minimum of 4 and a maximum of 6 members.


To qualify for this examination format, students must first submit an individual written paper based on the required reading. This paper must be submitted by the end of the course and serves as a prerequisite for the group project. This initial step is graded on a pass/fail basis (eligibility), not on the standard 30-point scale. Once eligibility is confirmed, students may submit the group project.


The project must be emailed to the professor on the scheduled exam date, before the exam session closes. Only the group leader is permitted/required to submit the project. In-person submission is not possible; there is no oral presentation of the project, and students are not required to attend in person on the exam day. This project is graded on the standard 30-point scale.


Important: all candidates must register for the exam.


For non-attending students: the individual project consists of two parts: a written paper based on the required reading and a comprehensive marketing plan for a company assigned by the professor. Students must therefore contact the professor to be assigned a company to work on.


To qualify for this examination format, students must also take an individual written test based on the required reading. This test is graded on the 30-point scale, and the result will be averaged with the project grade.


Important: all team members must register for the exam.

Teaching tools

Slides, book, articles

Office hours

See the website of Riccardo Pirazzoli