09511 - Marketing

Learning outcomes

At the end of the course, the student will be able to understand and use the main theories and techniques of marketing management and services. The main objective of the first part of the course is to provide an introduction to the role of marketing within different types of companies, the analysis of consumer needs and behaviors, the analysis of competition and the development of segmentation, targeting and positioning strategies. The student will also become familiar with the fundamental tools used in market research. The second part of the course focuses on customer relationship management and marketing operational decisions. The student will be able to make and evaluate operational marketing decisions related to the distribution, pricing, communication and promotion of products and services. The fundamental objective of the course is to train future managers, analysts or conscious clients who are able to ask questions about the origin of marketing problems, the causes that have determined them and possible solutions. The student will therefore be urged during the course to develop questions that have managerial relevance, to analyze and interpret marketing data with the ultimate purpose of making better business decisions.

Course contents

The Marketing Management process: The analysis, creation, delivery and communication of value

From customer value to customer value

Analysis of value for the customer. Tools and techniques

Marketing management strategies. Segmentation, targeting and positioning

The creation of the extended value proposition.

Branding strategies and policies

From the proposition of value to the price

The delivery of value to the customer. Marketing channels and distribution channel management

Trade marketing and retail marketing

From distribution to value communication

Communication above and beyond the line.

From Advertising to Social and Digital Communication

The Marketing plan

Readings/Bibliography

Kotler, p., Keller, K., Chernev, A., Ancarani, F., Costabile, M. (2024), Marketing Principles, Pearson, Milan

Teaching methods

Frontal Lessons

Discussion of business cases

Presentations by guest speakers

Exercises

Assessment methods

Same written at the end of the lesson, with a partial exam in the middle of the lesson

Teaching tools

The tools to support teaching are made up of cases, testimonies, incidents, in addition to the contents of the frontal lessons that can be deepened through the exam text

Office hours

See the website of Fabio Guido Ulderico Ancarani