Università degli Studi di Napoli "Parthenope"

Teaching schedule

Academic year: 
2019/2020
Belonging course: 
Course of Bachelor's Degree Programme on BUSINESS ADMINISTRATION
Disciplinary sector: 
MANAGEMENT (SECS-P/08)
Language: 
Italian
Credits: 
9
Year of study: 
3
Teachers: 
Cycle: 
First Semester
Hours of front activity: 
72

Language

Italian

Course description

The course aims to outline the strategic role of marketing in business management. In particular, the importance assumed by the customer in a so complex and competitive market scenarios, the business orientation cannot be exclusively and mainly focused on the search for the efficiency of production processes or on investing in material assets. Rather, the proliferation of offering and an increasingly segmented demand require increasingly strategic investments on customer relationship and new customer-centric business models.
In this context, marketing takes on strategic importance within the value chain in its three aspects that define it: analysis, strategy and operations. Consistent with the increasingly strategic role of marketing in business management and the path to company control, the last part of the course will be dedicated to an in-depth study of marketing performance measurement metrics.
The course therefore aims to transfer the definition of the strategic and operational aspects of marketing to the students, and then complete the course with an overview of the specialist areas of marketing and performance measurement tools.
The learning objectives of the course can be defined as follows:

Knowledge and understanding: At the end of the course, the student will be able to understand and analyze the principles of marketing that guide business decisions, as well as to approach a market analysis and a marketing plan.

Capacity apply the acquired knowledge and understanding: At the end of the course, the student will be able to apply the principles and tools of marketing to a concrete problem regarding the management of the company's relationship with its target market.

Autonomous assessments: At the end of the course the student will be able to independently identify the different marketing choices that a company must implement to be competitive in its reference market.

Communication skills: At the end of the course, the student will have the ability to explain in a simple way the key concepts of marketing and to illustrate the relevant aspects of a marketing plan adopted by a company.

Learning skills: At the end of the course the student will be able to analyze concrete case studies from a marketing perspective, consult in-depth material about marketing methods and tools, attend seminars, workshops, in-depth courses or masters in matters related to marketing.

Prerequisites

The teaching is aimed at students enrolled in the first level degree course in Business Administration (class L-18) and requires that students have learned the basic contents of economics and business management.

Syllabus

The course aims to outline the strategic role of the marketing function in business management activities. In particular, the importance assumed by the customer in the modern increasingly complex and competitive market scenarios in which the business orientation cannot be exclusively and mainly focused on the search for the economy of production processes or on investing in material assets will be defined. . Rather, the proliferation of activities and an increasingly segmented demand require increasingly strategic investments on the end customer and new customer-centric business models.
In this context, marketing takes on strategic importance within the value chain in its three aspects that define it: analysis, strategy and operations. Consistent with the increasingly strategic role of marketing in business management and the path to company control, the last part of the course will be dedicated to an in-depth study of marketing performance measurement metrics.
The course therefore aims to transfer the definition of the strategic and operational aspects of marketing to the students, and then complete the course with an overview of the specialist areas of marketing and performance measurement tools. The course content can be broken down into 7 lesson blocks that highlight the macro topics covered. The duration of each block will depend on the level of preparation of the students and their familiarity with the basic concepts of economics and business management. The course will be organized with lectures, individual and group exercises, case studies, company testimonials, project work. The final exams are differentiated between students and non-students as indicated in the aforementioned program.

Block 1 - Evolution of marketing approaches
Duration: 8 hours
Topics:
- the evolution of the concept of marketing
- the role of marketing in the business management
- the new frontiers of marketing
- the marketing process

Block 2 - Market analysis
Duration: 8 hours
Topics:
- the analysis of customer behavior: consumer and organizations
- market segmentation
- the evaluation of the attractiveness of the market

Block 3 - Strategic marketing choices
Duration: 16 hours
Topics:
- the target choice
- the different approaches to the market
- the competitive positioning
- the brand

Block 4 - 4 P of marketing
Duration: 20 hours
Topics:
- product
- price
- communication
- distribution

Block 5 - specialist marketing
Duration: 6 hours
Topics:
- service marketing
- digital marketing
- unconventional marketing

Block 6 - Marketing plan
Duration: 4 hours
Topics:
- the structure of the marketing plan
- the drafting of the marketing plan
- communication of the marketing plan

Block 7 - Marketing metrics
Duration: 10 hours
Topics:
- the measurement of marketing performance
- the economic-financial metrics
- the customer-based metrics
- the measurement metrics and web analytics

Teaching Methods

The course will be organized with lectures, individual and group exercises, case studies, company testimonials, project work.

Textbooks

Jean-Jacques Lambin (2016), Market-driven management. Strategic and Operational Marketing, McGraw Hill
The module includes the study of the following chapters: 1, 2, 4, 5, 6, 8, 9, 11, 13, 14, 15, 17, 18, 19.
Handout by the teacher on the part related to marketing metrics.
Additional teaching material may be indicated to students during the lessons.

Learning assessment

For non-attending students or for students unable to carry out the project work, the exam will focus on a written test consisting of 8 open-ended questions on the topics of the program and aimed at assessing the level of assimilation and understanding of the main concepts of marketing . The test will be completed by a mandatory oral interview for those who have passed the written test with a score between 27 and 30, aimed at an exhaustive assessment of the level of learning achieved on all the topics covered.
For attending students, the final evaluation will take into account:
- a written test with 10 multiple choice questions and an open question in which the understanding of the basic theoretical topics will be evaluated (assessed in 15/30)
- the elaboration and presentation of a project work (assessed in 15/30);
- a compulsory oral test for those who have achieved a score in the written tests between 27 and 30 in which the ability to connect and compare different aspects dealt with during the course will be assessed and will be able to confirm, increase (or decrease) the grade of the previous tests.
- the student's participation in the lessons and exercises, individual and group, scheduled during the course;

More information

The program might change. It is always advisable to send an email to the teacher