- Docente: Marcello M. Mariani
- Credits: 8
- SSD: SECS-P/08
- Language: Italian
- Moduli: Hermann Graziano (Modulo 1) Marcello M. Mariani (Modulo 2)
- Teaching Mode: Traditional lectures (Modulo 1) Traditional lectures (Modulo 2)
- Campus: Rimini
- Corso: First cycle degree programme (L) in Business Economics (cod. 8848)
Learning outcomes
By the end of the course, students will be able to: - understand and use the main concepts, variables and theories and fundamental applications of marketing management – apply marketing theories and tools to enterprises and markets - measure customer satisfaction – analyse and segment markets – build a marketing plan. There will be a specific focus on service marketing.
Course contents
In the first part of the course (strategic marketing) the following topics will be covered: consumer behaviour, consumer needs analysis, consumers’ responses to marketing initiatives, marketing strategies and their phases (segmentation, attractiveness analysis, competitiveness of segments, positioning strategies).
In the second part of the course (operational marketing) the following topics will be covered: new product launch (with a focus also on radical innovation); brand management decisions; pricing decisions: distribution decisions; promotion and marketing communication.
Module 1
1 – The traditional concept of marketing
2 – The concept of market orientation
3 – The globalization of markets and emerging values
4 – The new digital technologies
5 – Analysis of consumer needs
6 – Consumer purchase behavior
7 – Marketing information sistem
8 – Market segmentation analysis
9 – Attractiveness of markets analysis
10 – Competitive analysis
11 – The target market and positioning strategies
12 – The formulation of a marketing strategy
13 – The strategic marketing plan
Module 2
14 – New product launch decisions
15 – Brand management
16 – Distribution decisions and retailing
17 – Retailer’s brand
18 – Pricing decisions
19 – Promotion decisions and marketing communication
Readings/Bibliography
LAMBIN (2021). MARKETING DRIVEN MANAGEMENT. Marketing strategico e operativo 8° ed., pp. 608 - ISBN: 9788838699351. Ed. McGraw-Hill.
Teaching slides will not be distributed.
Teaching methods
Lectuers, possible guest lectures, written exam
Assessment methods
The final mark is based on the written exam that will be marked based on the following:
- <18 not sufficient;
- 18-23 sufficient;
- 24-27 good;
- 28-30 very good;
- 30 Lode excellent.
Teaching tools
The materials can be found on https://virtuale.unibo.it
Office hours
See the website of Marcello M. Mariani
See the website of Hermann Graziano