09511 - Marketing

Course Unit Page

  • Teacher Elisa Montaguti

  • Credits 8

  • SSD SECS-P/08

  • Teaching Mode Traditional lectures

  • Language English

  • Campus of Forli

  • Degree Programme First cycle degree programme (L) in Management and Economics (cod. 5892)

  • Course Timetable from Feb 13, 2024 to May 23, 2024

Academic Year 2023/2024

Learning outcomes

The goal of this course is to provide students with an understanding of the main operational and strategic marketing strategies. Students are provided with the tools to implement a market analysis and to plan effective communication, price, brand and distribution strategies. By the end of the course students are able to: (a) analyze 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

During the first part of the course the following topics will be addressed:

-Increasing understanding of important issues in planning and evaluating marketing strategies

-Fundamentals of Marketing Research

-Providing appropriate theories, models, and other tools to make better marketing decisions

-Analysing customers: customers' needs and behaviors, •Developing segmentation and positioning strategies


Marketing Management,
Russ Winer, Ravi Dhar

Prentice Hall (International Edition) Fourth Edition 2014

Additional Readings: for the first term

CASE: Ontela PicDeck (A): Customer Segmentation, Targeting, and Positioning [https://hbsp.harvard.edu/product/KEL450-PDF-ENG?itemFindingMethod=Other]Product: KEL450-PDF-ENG

CASE: Rangan, V. Kasturi, and Sunru Yong. "TruEarth Healthy Foods: Market Research for a New Product Introduction." [http://hbr.org/product/TruEarth-Healthy-Foods--M/an/094065-PDF-ENG] Harvard Business School Brief Case 094-065, December 2009.

Does Your Company Really Need a Marketing Department? Philip Kotler and David Reibstein, MARKETING NEWS, DECEMBER 201

Zaltman, “Metaphorically Speaking”, Aug 1996; Vol. 8, No. 2, p. 13-20

Patnaik, dev and Robert Becker (1999) “Needfinding: The Why and How of Uncovering People’s Needs” Design Manangement Journal http://www.paulos.net/teaching/2011/BID/readings/needfinding.pdf

Dolan, “Research Methods in Marketing: Survey Research” 1986, Harvard Business School Sep 1986, 9-582-055

Teaching methods

The content of the course will be presented though a variety of teaching formats. These include lectures, in class simulations, case studies, team work and student presentations

Assessment methods

The course will be assessed via:

Mid-term exam:

The mid-term exam will consists of a series of questions relating to the materials and content covered up to week 5. The exam will be close-book.

Final exam:

The final exam will consist of a series of questions, including questions relating to a new case which will be provided to students. The questions will cover the materials and content of weeks from 6 to 10 course. The exam will be close-book.

The assessment of the mid-term and final exam will be based on the following grid:

<18 failed

18-23 sufficient

24-27 good

28-30 very good

30 e lode honors

Team work:

The content of the team work will presented in class

Teaching tools

Some assignments will require the use of Microsoft Excel

Office hours

See the website of Elisa Montaguti