MARKETING (1st part)
In an environment characterized by a complex global market, increasingly dominated by new technologies, with relevant changes in social and demographic dynamics the way you see the market has totally changed. In this context, then, the economic crisis and the many experiences of failure of companies once considered the leader shows how it is increasingly necessary to identify a new way to manage the relationships with the market. Knowing the techniques and tools of marketing becomes more and more necessary for the enterprise that cannot relate to new consumers adopting a superficial and improvised approach.
Therefore, the learning objectives of the course can be as follows:
1. Knowledge and understanding of marketing
At the end of the course, the student will have to demonstrate full mastery of the main concepts of marketing and to understand the main issues that companies face in dealing with their market.
2. Ability to apply the main marketing methods and tools
At the end of the course, the student will have to demonstrate that he/she is able to apply the main marketing methods and tools to a concrete problem regarding the management of the business relationship with the market.
3. Autonomy of judgment in assessing the principal dimensions of the market-business relationship
At the end of the course the student should be able to individually identify the different marketing choices a company has to put in place to be competitive in its own reference market.
4. Communication skills about a marketing plan
At the end of the course the student will have the ability to easily explain the key concepts of marketing and to illustrate the salient aspects of a marketing plan adopted by an enterprise.
5. Learning Skills
At the end of the course, the student should be able to analyze concrete case studies in a marketing perspective, consult material on marketing methods and tools, attend seminars, workshops, undergraduate courses or master in marketing related subjects.
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.
This module is articulated in 3 blocks:
Block 1 - Market Analysis
Duration: 8 hours
- customer behaviour analysis: consumer and organization
- market segmentation
- the assessment of market attractiveness
Block 2 - Strategic Marketing Choices
Duration: 16 hours
- the choice of the target
- the different approaches to the market
- the company's competitive positioning
- the brand
Block 3 - 4 P of Marketing
Duration: 24 hours
The course will be based on a combination of different teaching methods: lectures, exercises, case studies discussion, project work.
Jean-Jacques Lambin (2016), Market-driven management. Marketing strategico e operativo, McGraw Hill
The teaching module requires the study of the following chapters: 5, 6, 8, 9, 11, 13, 14, 15, 17, 18.
The evaluation of students who follow the course will be based on a project work that students will prepare. The project will be used to evaluate the level of students’ understanding of the marketing logics and tools, the ability to apply such logics and tools to real market problems and the level of autonomy in judging real marketing situations faced by firms. 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 (8 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 and the level of autonomy in judging real marketing problems.
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.
The course will be based on a combination of different teaching methods: lectures, exercises, case studies discussion, project work. In class activities will be integrated with on-line activities through a virtual classroom only for students attending the class.