09511 - Marketing

Course Unit Page

Academic Year 2018/2019

Learning outcomes

At the end of the course the student will have learnt issues, methods and basic knowledge of marketing. The course is dedicated to the marketing strategy and marketing operations, from market analysis to the definition of the product, pricing, communication and distribution formats and all the tools that allow a product to be delivered to its the final market.

Course contents

Course contents

  1. The traditional concept of marketing
  2. The concept of market orientation
  3. Market globalization and emerging values
  4. The new digital technologies
  5. The analysis of customers' needs
  6. Customer behaviour
  7. The marketing information system
  8. The market analysis through segmentation
  9. The analysis of market attractiveness
  10. The analysis of competitive capability of the company
  11. The target market and positioning strategies
  12. Defining marketing strategy
  13. The decisions to launch new products
  14. Brand management
  15. Distribution decisions
  16. Private labels
  17. Price decisions
  18. Marketing communication decisions
  19. The strategic marketing plan
  20. Case studies




Author : Jean Jacques Lambin

Title: Market - driven management (VII edizione, 2016)

Publisher: McGraw Hill Education


Students can choose to study, instead, the following textbook:

Author: Philip Kotler Kevin Keller Fabio Ancarani Michele Costabile

Title: Marketing management. 2017 quindicesima edizione

Publisher: Pearson

Teaching methods

Lectures, companies' presentations, case studies of companies, computer marketing models

Assessment methods

The grading will be done with written exams as follows:

1. one intemediate exam after the first half of the classes (end of october - beginning of november) with multiple choice questions,  of 60-70 minutes.

2. one final exam (at the end of the classes, in december, and in january-february) with open questions, of 60-70 minutes:

2a) on the second part of the course for students who have taken and passed the first intermediate exam,

2b) or on the whole course, for students who have not taken or passed the first intermediate exam

From the third opportunity ("appello") to take the exam onwards, which takes place in July if students ask for it according to the procedure approved from the School of Economics and Management, and then with the forth opportunity in September, it will be organized only a full exam including the whole course,of 60-70 minutes.

Students of previous years must prepare the program of the current year and can only take a full exam on the whole program.

The exam, intermediate and final, has the following goals:

· knowledge of marketing concepts discussed during lectures , case studies and exercises, during company presentations rom managers.

· capability of applying marketing tools to manage companies.

· ability to use results from marketing models to understand marketing activities and decsion processes

For the students who decide to take the intermediate exams: each of the intermediate exams will be evaluated from 0 to 30 (18 is pass grade). A student can take part in the second partial test only if he has passed the 1st, that is to say with an evaluation of at least 18/30. In case of passing of the second partial test, with at least the score of 18/30, the final evaluation, published with reference to the list of members of the 2nd partial test, consists of the arithmetic mean of the evaluations obtained in the two partial tests and concludes the examination.

In the event that the student decides to be evaluated by participating in the single exam session including both parts of the program, the evaluation is 0 to 30  (18 is the pass grade).

To take the exam, registration is required through the Almaesami electronic system, in compliance with the deadlines provided.

The registration of the grade achieved takes place in Almaesami. It is possible to view the exam paper and ask for clarifications on the date indicated by the teacher accompanying the list of results. The possibility of using alternative hours of receipt to view the exam paper is reserved for exceptional cases, with a valid motivation. The recording of the vote can take place in the absence of the student.

Graduating students who pass the exam and need to register the grade before the planned date, are invited to communicate it to the teacher through an email to be sent immediately after taking the exam.

The exam is carried out in writing and provides an evaluation 0 to 30 (18 is a passing grade). In addition to answering some questions concerning the methods ("theory questions"), students will have to perform exercises in which they demonstrate the ability to apply the acquired tools to manage a specific practical situation in marketing, verify specific hypotheses and interpret the achieved results.

During the exam test, the use of support material such as textbooks, notes, computer or telematic media is not allowed. The student is able to pass the written test (and to also acquire the maximum assessment provided) even without attending classes, given that attendance is not mandatory; however, statistically this rarely happens.

Teaching tools

digital materials that are part of the exam program will be available on the repository of the university


Office hours

See the website of Angelo Manaresi