- Docente: Elisa Montaguti
- Crediti formativi: 8
- SSD: SECS-P/08
- Lingua di insegnamento: Inglese
- Modalità didattica: Convenzionale - Lezioni in presenza
- Campus: Forli
- Corso: Laurea in Economia e commercio (cod. 9202)
Conoscenze e abilità da conseguire
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.
Contenuti
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
Testi/Bibliografia
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
Metodi didattici
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.
Modalità di verifica e valutazione dell'apprendimento
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
Strumenti a supporto della didattica
Some assignments will require the use of Microsoft Excel
Orario di ricevimento
Consulta il sito web di Elisa Montaguti