- Docente: Alessandra Zammit
- Credits: 4
- SSD: SECS-P/08
- Language: Italian
- Teaching Mode: Traditional lectures
- Campus: Cesena
- Corso: Second cycle degree programme (LM) in Computer Science and Information Technology (cod. 8030)
Learning outcomes
The goal of this class is to provide a deep understanding in strategic and operational marketing. At the end of this class students will be able to: - analyze consumers' decision process - understand segmentation and positioning strategies - analyze competitive environment and understand firm's competitive advantage - acquire a framework for understanding the use of operational marketing tools
Course contents
The aim of this course is to provide an understanding of strategic
and operational marketing. Main topics: - definition of
marketing - market driven management - consumer behavior:
needs, motivations, choice process - how to measure consumers'
response - segmentation, markets attractiveneess, positionign
strategies - new products introduction - brand management -
distribution decision - price policies - marketing communication
Readings/Bibliography
J.J. Lambin "Market driven management - Marketing strategico e operativo" 5 edition, Mc Graw Hill
Assessment methods
Written exam with multiple choice and open ended questions.
Office hours
See the website of Alessandra Zammit