93374 - MARKETING

Anno Accademico 2023/2024

  • Docente: Marcello M. Mariani
  • Crediti formativi: 8
  • SSD: SECS-P/08
  • Lingua di insegnamento: Inglese
  • Modalità didattica: In presenza e a distanza - Blended Learning
  • Campus: Rimini
  • Corso: Laurea in Economia dell'impresa (cod. 8848)

Conoscenze e abilità da conseguire

At the end of this course, students are able to manage the main operational and strategic marketing strategies; moreover, they are able to understand and use the main variables, theories and tools of marketing management. The aim is to provide students with the tools to implement a market analysis and plan effective communication, price, brand and distribution strategies. By the end of the course, students are able to: (a) analyse consumer decision-making process; (b) understand segmentation and positioning strategies; (c) move from the analysis to the implementation of operational marketing mix variables.

Contenuti

This course revolves around marketing. Topics that will be discussed include the following ones:

  1. Overview of marketing
  2. Developing marketing strategies and a marketing plan
  3. Digital marketing
  4. Conscious marketing, CSR and ethics
  5. Analysing the marketing environment
  6. Consumer behaviour
  7. Business-to-business marketing
  8. Segmentation, targeting and positioning
  9. Marketing research and analytics
  10. Product, branding, and packaging decision
  11. Developing new products
  12. Marketing services: the intangible product
  13. Pricing concepts for capturing value
  14. Supply chain and channel management
  15. Retailing and omnichannel marketing
  16. Integrated marketing communication
  17. Advertising, public relations and sales promotions
  18. Personal selling and sales management

Testi/Bibliografia

  • Grewal, D., Levy, M. (2022). Marketing. 8th Edition. ISBN13: 978-1-265-05670-4. https://www.mheducation.co.uk/m-marketing-ise-9781265056704-emea-group.
  • Additional readings will be provided on Virtuale

Metodi didattici

The course has two main components: lectures, online group activities, online written exam.

Modalità di verifica e valutazione dell'apprendimento

The final mark is based on an online written exam.

The range of grades for the written exam is as follows:

  • <18 not sufficient;
  • 18-23 sufficient;
  • 24-27 good;
  • 28-30 very good;
  • 30 Lode excellent.

Strumenti a supporto della didattica

All materials (except the textbook) can be found on https://virtuale.unibo.it/

Other online platforms will be deployed.

 

Orario di ricevimento

Consulta il sito web di Marcello M. Mariani