Insegnamento a.a. 2022-2023


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:

Classes: 33 (I sem.)

Class group/s taught in English

Lezioni della classe erogate in forma blended (in parte online e in parte in presenza)

Mission & Content Summary


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. 


  1. 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.
  2. 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.
  • Branding
  • Pricing.
  • Managing channel, wholesale and retail.
  • Designing and managing integrated marketing communications.

Intended Learning Outcomes (ILO)


At the end of the course student will be able to...
  • 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.


At the end of the course student will be able to...
  • 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).

Teaching methods

  • 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.

Assessment methods

  Continuous assessment Partial exams General exam
  • Written individual exam (traditional/online)
  • Group assignment (report, exercise, presentation, project work etc.)


Assessment is based on two components:

1. a written group assignment and presentation (50% of the final grade)

2. a final, individual written exam (50% of the final grade).


1. Written group assignment (50%): Attending students will complete a written marketing plan and presentation in groups. During the first two weeks of the course, during class, your instructor will provide details about the group marketing-plan assignment and groups will be formed. It is therefore extremely important to attend these sessions.


2. Final individual exam (50%): There will be one written final exam. The exam may contain concepts, models, cases, and other materials from some combination of lectures, classroom discussions, and supplementary material provided by the instructor. The instructor will provide concrete information about the content of the final exam in the first class.


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.


Assessment is based solely on a final, individual written exam (100% of the final grade). The exam will cover the textbook in its entirety, and may consist of a combination of multiple-choice and short-answer questions.

Teaching materials


  • Lecture slides
  • Notes taken during lecture
  • Classroom discussion
  • Cases discussed during lecture
  • 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)
Last change 01/06/2022 14:53