Knowledge and understanding abilities: students must show their ability in understanding the main issues in marketing management.
Abilities to apply theoretical knowledge: Students must show their ability to design and implement more types of marketing strategies and approaches.
Autonomous thinking: Students must be able to evaluate autonomously the key marketing processes and find the most appropriated methods to plan, implement and monitor them.
Communication abilities: students must be able to explain properly the main topics of marketing management.
Learning abilities: students have to learn and update continuously the main topics of marketing management.
Students need to know basic knowledge and principles (already gained by the course in “Management”) about:
-Management and organization of firms;
Unit I: Introduction of the course (6 hours)
Topics: 1) The notion of marketing; 2) Why marketing is important; 3) Marketing and firms.
Unit II: Markets and customers (20 hours)
Topics: 1) Market organizations; 2) Marketing of innovation; 3) Positioning.
Unit III: Marketing mix (20 hours)
Topics: 1) Product characteristics; 2) Promotion and communication; 3) Pricing; 4) Distribution.
Unit IV: Marketing management (20 hours)
Topics: 1) The marketing process; 2) Information systems for marketing; 3) Global marketing.
Unit 5: Conclusions of the course (6 hours)
Topics: 1) The future of marketing management; 2) Final Test.
The course will be organized in frontal lectures, in-class exercises and business game. To encourage learning, students are invited to view the material on the e-learning platform. Theoretical arguments will be supported by the presentation of case studies and by corporate testimonials. Frontal lessons will be supported by slides but also by video footage. The analytical approaches are illustrated based on planning problems in practice and their understanding is deepened with case studies, simulations, etc. Moreover, specific marketing management problems in applying these approaches are examined.
Jim Blythe, Jane Martin. Essentials of Marketing, 7th Ed., Pearsons.
The goal of the exam is to show the achievement by students of the just mentioned learning objectives. The exam is made out of 2 parts:
Written exam (MCQs and open questions): In order to pass the exam students should receive a mark at least of 18/30. It is not possible to use PCs or smartphone during the exam.
Oral exam. In order to pass the exam students should receive a mark at least of 18/30.