Info
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Insegnamento a.a. 2019-2020

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

BEMACS (6 cfu - I sem. - OP  |  SECS-P/08)
Docente responsabile dell'insegnamento / Course Director:
ROBERTA DE SANCTIS

Classes: 33 (I sem.)
Instructors:
Class 33: ROBERTA DE SANCTIS

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...
  • Learn how to conduct marketing research.
  • Learn how to segment the market and target appropriate market segments.
  • Learn how to make decisions related to products, communications, distribution, and pricing.
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).
  • Develop a branding strategy.

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    
  • Peer evaluation
  • x    
    ATTENDING STUDENTS
    • Group Assignment: 50%
    • Final Exam: 50%

     

    NOT ATTENDING STUDENTS

    Final Exam: 100% final exam for the non-attending students. 

     


    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 22/05/2019 18:06