- Docente: Umberto Lago
- Credits: 8
- SSD: SECS-P/08
- Language: Italian
- Teaching Mode: Traditional lectures
- Campus: Rimini
- Corso: Second cycle degree programme (LM) in Business Administration and Auditing (cod. 0910)
Learning outcomes
At the end of the course, the student should be able to perform acknowledged market analysis. In particular, the student should be aware of the most important techniques to analyse consumers and markets; should clearly understand and control the managerial tools that are necessary to operate in these markets; should understand and use the specific language of marketing.
Course contents
The main goal of the course is to investigate some of the crucial issues of strategic and operational marketing, in the perspective of trust creation between the firm and its stakeholders. In particular, the course aims at answering some important questions related to business management:
- How can the consumer purchasing process be analysed ?
- How can firms' purchasing process be analysed?
- Which problems need to be solved to orient firms towards markets?
- How can we go from market analysis to operational marketing and resource allocation?
- What are the main activities of marketing?
- Which are the new marketing frontiers?
Readings/Bibliography
Marketing e Fiducia, edited by Sandro Castaldo, il Mulino 2009
Teaching methods
Lectures, case studies, press articles, video clips, management speaches
Assessment methods
Written exam with multiple choice questions and an open question/exercise
Office hours
See the website of Umberto Lago