MARKETING (2d part)
The course is aimed at students of Bachelor Degree in Business Administration.
To maximize learning results, students are requested to have previous basic knowledge on the following topics:
- business administration;
- business organization.
- evolution of the marketing concept and role;
- analysis of the customer behaviour;
- marketing process: the strategic marketing;
- assessment of the market attractiveness;
- market segmentation;
- marketing mix: product, price, promotion and place;
- marketing plan.
Mattiacci A., Pastore A. (2014), Marketing - Il management orientato al mercato (ultima edizione), Hoepli editore
Capitoli: 2, 4, 5, 6, 8, 9, 10, 12, 13, 14, 15, 16, 18, 19, 20, 21.
or as an alternative
Jean-Jacques Lambin (2016), Market-driven management. Marketing strategico e operativo, McGraw Hill
Capitoli: 1, 2, 4, 5, 6, 8, 9, 11, 13, 14, 15, 17, 18,19.
For not Italian speaking students, readings in English will be suggested on request.
In addition, the e-learning platform of Parthenope University provides an on-line course, both in Italian and in English, aimed at improving students' knowledge on the main marketing concepts.
The course will be based on multiple teaching methods: lectures, exercises, case studies discussion, project work. In class activities will be integrated with on-line activities through a dedicated virtual classroom.
The evaluation of students who follow the course will be based on project works with increasing levels of difficulty that students will prepare. The easier projects will be aimed at developing a solution to a specific marketing problem. The more difficult projects will be aimed at developing a full marketing plan. All projects will be used to evaluate the level of students’ understanding of the marketing logics and tools and the ability to apply such logics and tools to real market problems. The evaluation will be completed through an oral exam aimed at assessing the capability of students to link theoretical and practical aspects of marketing.
The evaluation of students who do not follow the course or are not able to prepare the project works will be based on a written exam (open-ended questions) aimed at assessing the students’ level of understanding of the main marketing concepts. The evaluation will be completed through an oral exam aimed at evaluating the capability of students to link conceptual and practical aspects of marketing.
The evaluation will be expressed in thirtieths and the vote will be calculated as a mean of the written exam or project work and the oral exam.