30015 - MARKETING / MARKETING
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For the instruction language of the course see class group/s below
Vai alle classi / Go to class group/s: 33
Class group/s taught in English
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 and theories of marketing. Second, it offers students models and tools to manage the exchange process between firms and customers.
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.
- Gaining Customer Insights.
- Understanding Consumer markets and consumer buying behavior.
- Business markets and business buying behavior.
- Identifying targets and segments.
- Setting product strategy.
- Managing channel, wholesale and retail.
- Designing and managing integrated marketing communications.
- Understand how marketing creates value for customers, firms and society as a whole
- Learn how to conduct marketing research.
- Identify market segments and target appropriate market segments.
- Explain how companies can reach their desired positioning within the market
- Discuss the role and evolution of branding strategies
- Learn how to make decisions related to distribution, products, communications and pricing.
- Apply the appropriate methods and tools to create value for customers and firms
- Perform a marketing environment analysis.
- Design marketing research activities
- Segment the market and target appropriate market segments.
- Develop a branding strategy
- Make relevant decisions related to marketing mix (i.e., product decisions, pricing decisions, promotion decisions, and distribution decisions).
- Face-to-face lectures
- Guest speaker's talks (in class or in distance)
- Exercises (exercises, database, software etc.)
- Case studies /Incidents (traditional, online)
- Group assignments
- The course involves interactive class activities, in-class exercises and case study discussions for the students to be able to apply frameworks and tools learned during the course. These tools help participants to develop specific recommendations and action plans related to companies’ marketing activities.
- Lectures: The course consists of lectures. These lectures focus on theoretical aspects of marketing but also on business cases that identify and illustrate practical managerial problems to be analyzed and discussed.
- Group Assignment: During the term, attending students (only) will hand in one written group assignment work. The elaboration of this assignment will demonstrate students the capability (1) to identify the correct methodology for solving business and management problems, (2) apply those methodologies to real-world decisions. This teaching method mainly aims at teaching to work well in a team environment since this is an essential skill for any successful businessperson or entrepreneur.
|Continuous assessment||Partial exams||General exam|
Participants’ assessment is based on two main components:
1. a written group assignment (50% of the final grade)
2. a final, individual exam in written form (50% of the final grade).
1. Written group assignment (50%): Participants will be asked to group together and they will be given one written assignment during the term. This assignment consists in writing up a marketing plan for a business idea the group has or for an existing company.
The marketing plan should contain an analysis of the situation surrounding a marketing problem and a proposed course of action. Detailed components of a marketing plan will be presented in class. This written assignment is intended to verify the ability of participants to identify and examine the main problems associated with the design of a meaningful marketing plan thus applying the knowledge developed during the course.
2. Final individual exam (50%): There will be one final, individual exam in written form. The exam will refer to concepts, models, cases and any other material from the textbook, classroom discussions, and any supplemental material provided by the instructor. The exam will be made up of multiple-choice questions and short-essay questions, which will mainly aim at verifying participants’ ability to articulate reasoning and apply it to concrete business practice.
ATTENDING STUDENTS can take the exam as an attending student ONLY in the first two exam sessions that are announced. The other exam sessions are for NON-ATTENDING STUDENTS only.
- Final Exam: 100%
Assessment for the non-attending students is based on a final, individual exam in written form.
The exam will refer to concepts, models, cases and any other material present in the ENTIRE textbook (all chapters). It will be made up of multiple-choice questions and short-essay questions, which will mainly aim at verifying participants’ ability to articulate reasoning and apply it to concrete business practice.
- Kotler & Armstrong, Principles of Marketing: Global Edition (18th Ed), Pearson Higher Education.
- Kotler & Armstrong, Principles of Marketing: Global Edition (18th Ed), Pearson Higher Education (all chapters).
Testi d'esame & Articoli on line (verifica disponibilità in Biblioteca) / Exam textbooks & Online Articles (check availability at the Library)