09511 - Marketing

Learning outcomes

This course is designed to provide students with a comprehensive, conceptual and practical introduction to the field of marketing. In the course students will:

- discover how to specify information inputs needed for marketing decisions;

- learn to analyze the nature and extent of demand and the characteristics of market segments

- identify and evaluate market segments as potential opportunities

- develop and analyze alternative marketing strategies, i.e., decisions with respect to product offerings and their pricing, distribution and promotion

Course contents

1. Consumer behavior analysis and marketing management: a mutual relationship

2. Marketing management and strategic planning

3. The marketing environment

4. Marketing segmentation, analysis, targeting and positioning

5. Managing product life cycles

6. Marketing communication: advertising, sales promotion and publicity

7. Pricing: the managerial perspective

8. Distribution systems from a producer's perspective

Readings/Bibliography

R.P. Bagozzi, Fondamenti di Marketing, Il Mulino, Bologna, 2001.

Teaching methods

Classroom lectures/discussions, statistical laboratory seminars, student projects

Assessment methods

Oral and written examinations

Teaching tools

Transparencies, PC, Website visitations, statistical and IT labs

Office hours

See the website of Gian Luca Marzocchi