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 exam format: written text + project work.


For those attending: the project consists of developing a comprehensive marketing plan for a company of your choice, proposed by the team members. Teams must consist of a minimum of 4 and a maximum of 6 people.


To access this exam format, you must take an individual written test based on the text in the bibliography. This test will be held at the end of the course and will allow you to access the group project work format. This is NOT an exam with a grade out of 30, but rather a pass mark.


The project must be submitted by email to the instructor on the day of the exam, by the exam closing time. Only the group leader can/must submit the project. It is NOT possible to submit it in person, there are no oral discussions of the project, and you are not required to be present on the exam day.


Important: All candidates must register for the exam.


For those not attending: the individual project consists of developing a comprehensive marketing plan for a company chosen by the instructor. You must therefore contact the instructor to be assigned a company to work on.


To access this exam format, you must also take an individual written test based on the text in the bibliography. This exam is graded out of 30, which will be averaged with the project work.


Important: all team members must register for the exam.

Teaching tools

Slides, book, articles

Office hours

See the website of Riccardo Pirazzoli