- Docente: Daniele Scarpi
- 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. 9202)
Learning outcomes
The goal of this course is to provide students an understanding of the main operational and strategic marketing strategies. We will provide students the tools to implement a market research analysis and to plan effective communication, price, brand and distribution strategies. By the end of the course, students will be able to: - analyze consumer decision making process; - understand segmentation and positioning strategies; - implement operational marketing mix variables.
Course contents
- Marketing: definition, objectives and strategies
- Marketing research and the study of consumer buying behavior
- The purchasing behavior of organizations and the analysis of the market and competition
- The product and branding activity
- Segmentation, targeting and positioning - Development and product relaunch
- Price and sales promotion
- Marketing communication and advertising
- Marketing channels: retail, wholesale
- Customer Relationship Management
Readings/Bibliography
Marketing Management – Winer R.S., Dhar R., e Mosca F. – Ed. Apogeo
Teaching methods
Frontal teaching
Assessment methods
Written exam
Teaching tools
Video projector, PC, slides
Office hours
See the website of Daniele Scarpi
SDGs
This teaching activity contributes to the achievement of the Sustainable Development Goals of the UN 2030 Agenda.