09511 - Marketing

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

 

Readings/Bibliography

Readings/Bibliography

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

Written Exam:

1. an multiple choice intermediate exam after half of the course

2. a final exam with open questions at the end of the course, that will be about

2a) the second part of the course for those students who will have passed the first intermeidate

2b) or about the full course program for the other students

From the second "appello" onwards, for all students the exam will be about the full course program.

Students of previous years will be examined with the actual course program , with the written final exam that will be about the full course program.

Teaching tools

digital materials will be available on AMS campus

Office hours

See the website of Angelo Manaresi