- Docente: Barbara Lorenzini
- Credits: 7
- SSD: SECS-P/08
- Language: Italian
- Teaching Mode: Traditional lectures
- Campus: Bologna
- Corso: First cycle degree programme (L) in Business Economics (cod. 0891)
Learning outcomes
Course contents
The Marketing concept. Marketing strategy. Marketing research.
Market orientation. Customer behavior. Marketing information
system. Customer needs analysis and segmentation. Launching
and managing products. Brand. Distribution decisions.
Salesforce management. Pricing decisions. Communication decisions.
Developing an advertising campaign.
Readings/Bibliography
Marketing
Roger A. Kerin, Steven W. Hartley, Eric N. Berkowitz,
William Rudelius
Luca Pellegrini
McGraw-Hill
Temi di Marketing
di: Gandolfo e Sbrana
Giappichelli editore.
Teaching methods
Assessment methods
Written exam
Office hours
See the website of Barbara Lorenzini