09511 - Marketing

Learning outcomes

The goal of this course is to provide students an understanding of the main operational and strategic marketing strategies. We will provide students the tools to implement a market research analysis and to plan effective communication, price, brand and distribution strategies. By the end of the course, students will be able to: - analyze consumer decision making process; - understand segmentation and positioning strategies; - implement operational marketing mix variables.

Course contents

- Marketing: definition, objectives and strategies

- Marketing research and the study of consumer buying behavior

- The purchasing behavior of organizations and the analysis of the market and competition

- The product and branding activity

- Segmentation, targeting and positioning - Development and  product relaunch

- Price and sales promotion

- Marketing communication and advertising

- Marketing channels: retail, wholesale

- Customer Relationship Management

Readings/Bibliography

Marketing Management – Winer R.S., Dhar R., e Mosca F. – Ed. Apogeo

Teaching methods

Frontal teaching

Assessment methods

Written exam

Evaluation:

18-23: sufficient preparation and analytical skills but related to a limited number of topics covered in the course.
24-27: technically adequate preparation but with some limits with respect to the topics covered, good analytical skills, even if not particularly articulated, expressed in correct language;
28-30: excellent knowledge of a large number of topics covered in the course, good analytical and critical skills, mastery of specific terminology;
30L: excellent and exhaustive knowledge of the topics addressed in the course, ability of critical analysis and connection, mastery of specific terminology.

Teaching tools

Video projector, PC, slides

Office hours

See the website of Daniele Scarpi