09511 - Marketing

Learning outcomes

The course aims to introduce and outline the concepts of marketing, strategic marketing and operational marketing. In particular, the focus of the course will be both on the concept of strategic marketing (first part of the course) and operational marketing (second part of the course), with an in-depth study of the role of marketing in the economy and business, and a particular attention to the concepts of market orientation in the presence of changes and innovations.

Course contents

The course aims to introduce and outline the concepts of marketing, strategic marketing and operational marketing. In particular, the focus of the course will be both on the concept of strategic marketing (first part of the course) and operational marketing (second part of the course), with an in-depth study of the role of marketing in the economy and business, and a particular attention to the concepts of market orientation in the presence of changes and innovations.

Part One "The change in the role of marketing":

- The traditional concept of marketing

- The concept of market orientation

- The impact of globalization

Part Two "Understanding Customer Behavior":

- Analysis of customer needs

- The customer's purchasing behavior

- The marketing information system

Part Three "The implementation of strategic marketing":

- Market analysis through segmentation

- Market attractiveness analysis

- The target market and positioning strategies

Part Four "The implementation of operational marketing":

- New product launch decisions

- Brand management

- Distribution decisions

- The brand of the distributor

- Price decisions

- Marketing communication decisions

Readings/Bibliography

J.J. Lambin "Market Driven Management", 7a ed., Mc Graw Hill, except for chapters 3,7,12,16.

Teaching methods

Frontal lesson, use of business cases, testimonials from business operators.

Assessment methods

For those attending

Two partial tests with 10 multiple choice questions and 1 open-ended question.

During the lessons students will be given the opportunity to participate in group work with the possibility of obtaining additional bonuses to the score of the exam.

Final mark = average of the marks reported in the two partials + bonus scores for group work

N.B .: partial exams can only be taken by those who participate in group work

For non-attending students

Exam test with 10 multiple choice questions and 2 open-ended questions.

Office hours

See the website of Daniele Rimini