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Insegnamento a.a. 2018-2019

30015 - MARKETING / MARKETING

Dipartimento di Marketing / Department of Marketing


Per la lingua del corso verificare le informazioni sulle classi/
For the instruction language of the course see class group/s below

Vai alle classi / Go to class group/s: 33

BIEF (6 cfu - I sem. - OP  |  SECS-P/08)
Docente responsabile dell'insegnamento / Course Director:
ZEHRA GULEN SARIAL ABI

Classes: 33 (I sem.)
Instructors:
Class 33: ZEHRA GULEN SARIAL ABI

Class group/s taught in English

Mission & Content Summary
MISSION

The course is designed to provide a broad understanding of marketing management and the role of marketing in the society. The course has two main purposes. First, it drives students to understand the basic principles of marketing. Second, it offers students with models and tools to manage the exchange process between firms and customers.

CONTENT SUMMARY

The course provides students with a learning experience reflecting the true marketing management process existing within firms.

  • The first part of the course is dedicated to the diagnostic nature of marketing activity. Here, the course is a walk through the main strategic decisions falling under the marketing domain: developing marketing strategies and plans, capturing marketing insights, understanding consumer and business markets, and identifying targets and segments.
  • The second part of the course is focused on the implementation side of the marketing, where main strategic policies are concretely realized and oriented to the market: it mainly regards product, pricing, distribution, and communication decisions.

In summary, the main topics covered during the course are the following:

  • Developing marketing strategies and plans.
  • Gathering information and scanning the environment.
  • Market research.
  • Consumer markets and consumer buying behavior.
  • Business markets and business buying behavior.
  • Identifying targets and segments.
  • Setting product strategy.
  • Designing and managing services.
  • Pricing.
  • Managing retailing, wholesaling and logistics.
  • Designing and managing integrated marketing communications.

Intended Learning Outcomes (ILO)
KNOWLEDGE AND UNDERSTANDING
At the end of the course student will be able to...
  • Gain knowledge to understand the marketing environment.
  • Gain knowledge to do marketing research.
  • Gain knowledge to segment the market and target appropriate market segments.
  • Gain knowledge to make relevant decisions related to marketing mix (i.e., product decisions, pricing decisions, promotion decisions, and distribution decisions).
APPLYING KNOWLEDGE AND UNDERSTANDING
At the end of the course student will be able to...
  • Understand the marketing environment.
  • Do marketing research.
  • Segment the market and target appropriate market segments.
  • Make relevant decisions related to marketing mix (i.e., product decisions, pricing decisions, promotion decisions, and distribution decisions).
  • Use their knowledge to manage brands.

Teaching methods
  • Face-to-face lectures
  • Exercises (exercises, database, software etc.)
  • Case studies /Incidents (traditional, online)
  • Group assignments
  • Interactive class activities (role playing, business game, simulation, online forum, instant polls)
DETAILS
  • The course involves in-class exercises, case study discussions, and interactive class activities for the students to be able to apply frameworks and tools that they learn during the course. These tools help students to develop specific recommendations and action plans related to marketing activities of the companies. 
  • Case studies and group assignments provide students with a real-world marketing problem, where they are asked to suggest recommendations to best solve the problem. 

Assessment methods
  Continuous assessment Partial exams General exam
  • Written individual exam (traditional/online)
  •     x
  • Group assignment (report, exercise, presentation, project work etc.)
  • x    
  • Active class participation (virtual, attendance)
  • x    
  • Peer evaluation
  • x    
    ATTENDING STUDENTS
    • Participation: 10%
    • Partial Group Case Assignment: 20%
    • Final Group Case Assignment: 30%
    • Final Exam: 40%

    Attendance and participation are very important in creating a class environment that is both interesting and meaningful to the student. In addition, no one succeeds in business without first, showing up, and second, expressing themselves in an intelligent manner and asking good questions. Attendance is recorded at the beginning of each section and students have to be present at least for 75% of the attendances in order to gain attending student status. 

    NOT ATTENDING STUDENTS
    • Final Exam: 100% Final exam for the non-attending students includes multiple choice questions that are based on the content that is covered in teaching materials.

    Teaching materials
    ATTENDING STUDENTS
    • KOTLER, ARMSTRONG, Principles of Marketing, Global Edition, Pearson Higher Education, 17th Edition. 
    • Case studies.
    NOT ATTENDING STUDENTS
    • KOTLER, ARMSTRONG, Principles of Marketing, Global Edition, Pearson Higher Education, 17th Edition.
    Last change 03/07/2018 11:46