09511 - Marketing

Course Unit Page


This teaching activity contributes to the achievement of the Sustainable Development Goals of the UN 2030 Agenda.

Industry, innovation and infrastructure Responsible consumption and production

Academic Year 2019/2020

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

  • The marketing concept
  • The new digital technologies
  • Customer behaviour
  • Market analysis through segmentation
  • Defining marketing strategy
  • Decisions to launch new products
  • Brand management
  • Distribution decisions
  • Private labels
  • Price decisions
  • Marketing communication decisions
  • Case studies: Sigma-Tau, Wilson, Black and Decker, Bentley Fresh Brew Tea, Tendercare, Kirin, Intersport, BC Packers, Cleopatra
  • Marketing models on excel

IMPORTANT: Case studies have been chosen for this course about not well known companies of set in the past, about a time when students have no clear information.

This choice was done on purpose, to teach students to take decisions only taking into account a specific set of available data (in our case studies, data that are provided), analysing his data in depth.

In fact, if we analyze current or well-known cases without yet having the basics of marketing concepts (which are the subject of this course) we would risk thinking in too superficial terms, using unstructured implicit knowledge and the "hearsay", also doing inferences backwards from the success / failure of the company towards factors that could (but of which there are no clear data) have been important in this positive outcome. By doing that, the student would not develop a simulation of the decision-making process, which must take place before the events (when no one knows yet the following events). In other subjects of the degree course or in subsequent studies students will be able to compare with cases that are more related to current events, but for the didactic purpose proposed here, it is very useful to treat the cases without thinking about the actual events related to the described companies.


The course program includes two books (a textbook and a book with case studies), plus some digital materials:


1) Readings/Bibliography

Author : Jean Jacques Lambin

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

Publisher: McGraw Hill Education

Only the following chapters should be studied: 1, 4, 6, 8, 12, 13, 14, 15, 16, 17, 18.


2) Case studies book:

Authors: Roberto Sbrana, Alessandro Gandolfo

Title: Lo studio dei casi di marketing: metodologia e applicazioni

Publisher: Giappichelli

year: 1999, EAN: 9788834891902


3) Digital materials are on the web platform of  Università di Bologna "Insegnamenti on line" , https://iol.unibo.it [https://iol.unibo.it/] .

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 40-50 minutes.

2. one final exam (at the end of the classes, in december, and in january-february) with open questions, of 50-60 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 about 60 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 decision 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, using support material such as textbooks, notes, computer or telematic media is not allowed. Attenance is not compulsory, but strongly recommended.

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