- Docente: Marcello M. Mariani
- Credits: 8
- SSD: SECS-P/08
- Language: English
- Teaching Mode: Blended Learning
- Campus: Rimini
- Corso: First cycle degree programme (L) in Business Economics (cod. 8848)
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from Feb 12, 2024 to May 16, 2024
Learning outcomes
At the end of this course, students are able to manage the main operational and strategic marketing strategies; moreover, they are able to understand and use the main variables, theories and tools of marketing management. The aim is to provide students with the tools to implement a market analysis and plan effective communication, price, brand and distribution strategies. By the end of the course, students are able to: (a) analyse consumer decision-making process; (b) understand segmentation and positioning strategies; (c) move from the analysis to the implementation of operational marketing mix variables.
Course contents
This course revolves around marketing. Topics that will be discussed include the following ones:
- Overview of marketing
- Developing marketing strategies and a marketing plan
- Digital marketing
- Conscious marketing, CSR and ethics
- Analysing the marketing environment
- Consumer behaviour
- Business-to-business marketing
- Segmentation, targeting and positioning
- Marketing research and analytics
- Product, branding, and packaging decision
- Developing new products
- Marketing services: the intangible product
- Pricing concepts for capturing value
- Supply chain and channel management
- Retailing and omnichannel marketing
- Integrated marketing communication
- Advertising, public relations and sales promotions
- Personal selling and sales management
Readings/Bibliography
- Grewal, D., Levy, M. (2022). Marketing. 8th Edition. ISBN13: 978-1-265-05670-4. https://www.mheducation.co.uk/m-marketing-ise-9781265056704-emea-group.
- Additional readings will be provided on Virtuale
Teaching methods
The course has two main components: lectures, online group activities, online written exam.
Assessment methods
The final mark is based on an online written exam.
The range of grades for the written exam is as follows:
- <18 not sufficient;
- 18-23 sufficient;
- 24-27 good;
- 28-30 very good;
- 30 Lode excellent.
Teaching tools
All materials (except the textbook) can be found on https://virtuale.unibo.it/
Other online platforms will be deployed.
Office hours
See the website of Marcello M. Mariani