Scheda insegnamento


L'insegnamento contribuisce al perseguimento degli Obiettivi di Sviluppo Sostenibile dell'Agenda 2030 dell'ONU.

Consumo e produzione responsabili

Anno Accademico 2019/2020

Conoscenze e abilità da conseguire

At the end of the course students are able to understand and use the main variable, theories and tools of marketing managemant. After discussing some main theoretical frameworks at hte end of the course students will be able to aplly them to the real company and market contest. Students are able to analyse behavior and after sale behavior of costumers, to segment the market, to define a marketing plan and decide the main section of marketing mix such as product and brand management, pricing, distribution channels and comunication.


The first part of the course introduces the role of marketing within companies and organizations and  focuses on analyzing customers' needs and behaviors both at the consumer and organization level, developing segmentation and positioning strategies. One of the purpose of this first part is to familiarize students with the fundamentals of marketing research, that is developing research questions, analyzing data and drawing inferences, with a view to making better business decisions. It will provide the conceptual framework and improve the analytical and creative skills that are necessary to define and develop superior value, profitably deliver it to a carefully selected target market, and sustain both the value and the profitability in the face of ever-changing customer needs and competitive offerings.

The second part focuses on marketing decision making and customer relationship management. Students will discuss how a product can be launched and managed and how a marketing strategy can be implemented through distribution decisions, sales force management, pricing decisions, communication decisions.

Specific topics on service marketing will also be included.


The required textbook is:

Title: Marketing Management,
Authors: Russ Winer, Ravi Dhar

Publisher: Prentice Hall (International Edition) Fourth Edition
Year: 2014

Additional material (e.g. readings, assignments, exercises, datasets) is required for the exam and must be studied. This material will be distributed as needed and will be available at AMS Campus


Metodi didattici

Each class is either primarily a lecture or a case analysis and discussion. Exercises and teamwork will be also developed to open discussion about how to analyze read data and apply the concepts to real cases.

Participation of Exchange Students:

A maximum of 20 exchange students (Erasmus, Overseas, etc.) is accepted. FIRST COME, FIRST SERVED logic will be used for incoming students.

Modalità di verifica dell'apprendimento

Written exam and team work activity



Strumenti a supporto della didattica

teaching materials essential to the course and compulsory for the exams will be available on AMS CAMPUS.

Orario di ricevimento

Consulta il sito web di Sara Valentini