- Docente: Marco Visentin
- Credits: 5
- SSD: SECS-P/08
- Language: Italian
- Teaching Mode: Traditional lectures
- Campus: Rimini
- Corso: First cycle degree programme (L) in FINANCE, INSURANCE AND BUSINESS (cod. 8053)
Learning outcomes
The course will provide the basic tools - conceptual and operational - for understanding, analyzing and designing the relationship between a firm and its target markets. Some relevant topics are: - consumer behavior - segmentation, targeting and positioning - developing new products - diffusion of innovation
Course contents
- What is marketing
- The marketing environment
- Consumer behaviour
- Purchase behaviours
- The product as a panel of attributes
- The FCB matrix
- The theory of planned behaviour
- The strategic sequence STP: segmentation, targeting and positioning
- Attribute based and attribute free perceptual maps
- The Product life cycle management
- The new product development process
- Strategic distribution decisions
- Strategic communication decisions
Readings/Bibliography
Jean-Jacques Lambin "Marketing Strategico ed Operativo" McGraw Hill
Robert East "Comportamento del Consumatore" Apogeo (nuova ed. 2009)
Course slides
Teaching methods
Traditional lectures and group projects (positioning anlaysis, planned behaviour).
Assessment methods
Written text and oral exam.
Office hours
See the website of Marco Visentin