09511 - MARKETING

Contenuti

The course includes two sections (Mod. 1 and Mod. 2) of equal number of lectures. The first will be taught by Sara Valentini. The second will be taught by Angelo Manaresi.

The first section introduces the role of marketing within the company, the management of relationship with customers, the analysis of customers' needs, behaviors, and the developing of segmentation and positioning strategies. One of the purpose of this first section is also 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 frameworks 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 section focuses on marketing decision making. In this section 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, and the developing an advertising campaign, in the context of consumer goods, industrial goods, and services.

Testi/Bibliografia

The required text is:

Title: Marketing Management,

Authors: Russ Winer, Ravi Dhar,

Publisher: Prentice Hall – International Edition,

Year: 2011

 

Additional material (e.g. cases, exercises, data, lecture notes) required for the exam will be distributed as needed and will be available in the following  website for each module.

Module taught by Sara Valentini:

·          Chapter1: Marketing and the Job of the Marketing Manager –

·          Chapter2: A Strategic Marketing Framework –

·          Chapter3: Marketing Research –

·          Chapter4: Analyzing Consumer Behavior –

·          Chapter6: Market Structure and Competitor Analysis –

·          Chapter14: Customer Relationship Management –

In addition, the following four required readings are part of the program of the first module:

1.       Zaltman, “Metaphorically Speaking”, Aug 1996; Vol. 8, No. 2, p. 13-20

2.       Reynolds and Gutman “Laddering Theory, Method, Analysis and Interpretation” Feb/March  1988 Journal of Advertising Research, p.11-31-

3.       Dolan, “Research Methods in Marketing: Survey Research” 1986, Harvard Business School Sep 1986, 9-582-055 (15 copies of this article are available at the department of management library, Piazza Scaravilli 1)

4.       Wind, “Issues and advances in segmentation research” Aug 1978, Vol.15, No. 3, p. 317-337.

 

You can download Readings #1,# 2, and # 4  at the libraries of  Faculty of Economic (Bigiavi or Dipartimento di Science Aziendali) or you can use the unibo proxy service  at home ( http://www.cib.unibo.it/portale/strumenti/proxy).

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

http://campus.cib.unibo.it/cgi/lista?annoAccademico=2011&codiceFacolta=0054&codiceCorso=8407&codMateria=09511-366662&Cerca=Cerca&nav=i

 

Module taught by Angelo Manaresi

·          Chapter5: Organizational Buying Behavior

·          Chapter7: Product Decisions –

·          Chapter8: New-Product Development –

·          Chapter9: Pricing –

·          Chapter10: Communications and Advertising Strategy –

·          Chapter11: Sales Promotion –

·          Chapter12: Channels of Distribution –

·          Chapter13: Direct Channels of Distribution: Personal Selling and Direct Marketing –

·          Chapter15: Special Topic: Strategies for Service Markets

 

Additional material:

http://campus.cib.unibo.it/cgi/lista?annoAccademico=2011&codiceFacolta=0054&codiceCorso=8407&codMateria=09511&Cerca=Cerca&nav=i&idComponenteAF=366661&sort=lastmod&sort_type=dis&groupby=insegnamenti

Metodi didattici

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

Modalità di verifica e valutazione dell'apprendimento

Written exam

Strumenti a supporto della didattica

Additional material (e.g. assignments, exercises, dataset) help teachers develop class discussion and teamwork during the class

Orario di ricevimento

Consulta il sito web di Angelo Manaresi

Consulta il sito web di Sara Valentini