Università degli Studi di Napoli "Parthenope"

Teaching schedule

Academic year: 
Belonging course: 
Course of Bachelor's Degree Programme on BUSINESS ADMINISTRATION
Disciplinary sector: 
Year of study: 
First Semester
Hours of front activity: 


The course aims to provide basic knowledge on marketing management processes.

Course description

In particular, some critical abilities will be evaluated through the exam:
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;
• Stakeholder management.


Course contents can be divided into two parts:
1. Marketing management (Part n.1): Introduction, Market, Consumer behavior, marketing process (6CFU – Prof. M. Quintano);
2. Marketing management (Part n.2): Branding & Marketing Mix (3CFU – Prof. M. Risitano).

Each part can be divided in some blocks of lessons, whose duration depends on the degree of knowledge of students regarding the progressively faced arguments that they show to possess. The blocks of lessons have the following content and average duration.

Unit I: Introduction of the course (4 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.
Unit III: Marketing management (20 hours)
Topics: 1) The marketing process; 2) Information systems for marketing; 3) Global marketing; 4) Positioning.
Unit IV: Branding & Marketing mix (20 hours)
Topics: 1) Branding & Brand Positioning; 2) Product characteristics; 3) Pricing; 4) Distribution; 5) Promotion and communication.
Unit 5: Conclusions of the course (8 hours)
Topics: 1) The future of marketing management; 2) Final Test.

Teaching Methods

The course will be organized in lectures (face-to-face and/or online), in-class exercises and case studies.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


Philip Kotler, Kevin L. Keller. Marketing Management, 15th Ed., Pearson


Jim Blythe, Jane Martin. Essentials of Marketing, 7th Ed., Pearson

Learning assessment

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: a. 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; b. Oral exam. In order to pass the exam students should receive a mark at least of 18/30.

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