28208 - Marketing Models

Course Unit Page

Academic Year 2018/2019

Learning outcomes

Within this course students are expected to understand and analyse the firm's main issues about marketing and selling techniques. Each student will be able to master both the basics of economics and the basic tools for marketing application in the following various fields: new marketing profit models, corporate social responsibility, social marketing, fund raising, Customer Relationship Management, Cause Related Marketing, Web marketing, Marketing for public administration, customer satisfaction. Students will learn about application cases directly through the experience of many entrepreneurs who will be invited to speak throughout the duration of the course.

Course contents

Contents:

Economics and management accounting 

Strategic and research marketing, promotion marketing

Marketing plan

Digital marketing

Various marketing models applied to different kinds of companies

Internationalization

Case studies.

Readings/Bibliography

J. P. Peter, J. H. Donnelly jr., C. A. Pratesi, Marketing, Milano, McGraw-Hill Education, 2017, 6a edizione (chapters 4 6 7 8 9 10 11 13 14 15; Other chapters of the same book have been taught in this course: "75520 - COMUNICAZIONE E MARKETING")

Teaching methods

Students will learn about application cases directly through the experience of  entrepreneurs who will be invited to speak throughout the duration of the course. That is why it is strongly recommended to attend lessons.

Assessment methods

Written examination.  

The exam is in Italian but can be taken in English, if the student is willing to.


 

Teaching tools

Teaching material and slides will be given students by e-mail and through https://docs.google.com/document/d/1750Z8xyB4y95kf2b_pE06FvI3vcLhtYC23Dln0VmqCE/edit?usp=sharing 

and

https://docs.google.com/spreadsheets/d/1BFh3AkPnqAiJR1cK0BR4tOQLxMulb-Sve5WuERM1ZO4/edit?usp=sharing

Office hours

See the website of Massimo Di Menna