Insegnamento a.a. 2015-2016

30015 - MARKETING / MARKETING


CLEAM - WBB - CLEF - BESS-CLES - BIEMF - BIEMF

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: 1 - 2 - 3 - 4 - 5 - 6 - 7 - 8 - 9 - 24 - 31 - 32 - 33
CLEAM (7 cfu - I sem. - OB  |  SECS-P/08)
Docente responsabile dell'insegnamento/Course Director:
ENRICO VALDANI

Classi: 1 (I sem.) - 2 (I sem.) - 3 (I sem.) - 4 (I sem.) - 5 (I sem.) - 6 (I sem.) - 7 (I sem.) - 8 (I sem.) - 9 (I sem.)
Docenti responsabili delle classi:
Classe 1: DAVID MARIO DINO JARACH, Classe 2: ENRICO VALDANI, Classe 3: LUCA BUCCOLIERO, Classe 4: GIOVANNA PADULA, Classe 5: CHIARA SOLERIO, Classe 6: ROBERTA DE SANCTIS, Classe 7: ANNA USLENGHI, Classe 8: VALENTINA FORNARI, Classe 9: ARIANNA BRIOSCHI


Classe/i impartita/e in lingua italiana

Obiettivi formativi del corso

Marketing significa apprendere cosa sia il valore, come esso si generi e come si trasferisca al cliente, in modo profittevole e sostenibile. Il Marketing è l’interfaccia professionale tra impresa-cliente e il ponte fra le varie funzioni aziendali (finanza, R&D, produzione, risorse umane). Ponendo il cliente al centro dei processi aziendali, il Marketing contribuisce allo sviluppo economico, sociale e culturale della collettività, delle imprese e delle persone.

La struttura del corso ripercorre il flusso di valore dall’impresa al cliente, attraverso tre passaggi fondamentali:
  • Upstream Marketing: la ricerca delle fonti del valore. Analisi del valore per il cliente e dell’ambiente competitivo.
  • Downstream Marketing: la generazione del valore:
    • progettazione, creazione e trasferimento di valore al cliente;
    • innovazione del valore: attivazione di nuovi mercati e nuove proposizioni di valore.
  • Marketing dashboard: le metriche per misurare i risultati e i contributi degli investimenti di Marketing.
Obiettivo del corso è stimolare e guidare l’apprendimento del discente affinché possa:
  • distinguere le peculiarità del Marketing e il suo contributo per la generazione di valore per l’impresa, per il cliente e la società.
  • Condividere la centralità del cliente quale filosofia gestionale strategica per l’azienda.
  • Comprendere il metodo strategico e gli strumenti operativi del Marketing.
  • Sperimentare l’applicazione degli strumenti gestionali del Marketing.
  • Individuare percorsi di futuro approfondimento nel Marketing e di crescita professionale nell’ambito del Marketing.

Programma sintetico del corso

  • Il valore dell’orientamento al mercato.
  • Customer Insight: processo di acquisto e comportamento di consumo.
  • Market Sensing: la segmentazione del mercato, competitive intelligence e posizionamento competitivo, ricerche qualitative e quantitative di marketing.
  • Generare valore per il futuro: analisi dei trend, sviluppo di nuovi prodotti e servizi, green marketing e marketing sostenibile.
  • Generare valore per il cliente: manovre di marketing, Customer Value Proposition, product management, service management, price management, brand management, esperienze di consumo.
  • Comunicare valore al cliente: comunicazione di marketing, etica della comunicazione.
  • Trasferire valore al cliente: sales management, retailing, multichannel management, digital marketing, customer relationship management.
  • Marketing dashboard: piano di marketing e marketing metrics.

Descrizione dettagliata delle modalità d'esame

Per i Frequentanti e Non frequentanti:
L’esame non prevede distinzioni tra tipologia di studente frequentante o non frequentante. I discenti saranno valutati attraverso due prove scritte, una parziale ed una finale, con domande aperte e a risposta multipla. Non è prevista una prova integrativa orale.

Testi d'esame

Per i frequentanti e non frequentanti:
  • E. VALDANI, M@rketing Management, Milano, EGEA, 2011 (capitoli indicati nel programma dettagliato delle lezioni più altri tre capitoli dal libro di testo scelti liberamente dal discente all’interno di una rosa predefinita riportata nel syllabus).
Testi d'esame & Articoli on line (verifica disponibilità in Biblioteca) / Exam textbooks & Online Articles (check availability at the Library)
Modificato il 10/06/2015 11:25
WBB (6 cfu - I sem. - OB  |  SECS-P/08)
Docente responsabile dell'insegnamento/Course Director:
ZEHRA GULEN SARIAL ABI

Classes: 24 (I sem.)
Instructors:
Class 24: ZEHRA GULEN SARIAL ABI


Class group/s taught in English

Course Objectives

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 participants to understand the basic principles of marketing; second, it offers attendees with 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.
Consistently, 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 section 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.


Course Content Summary

  • 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.
  • Branding.
  • Setting Product Strategy.
  • Designing and Managing Services.
  • Pricing.
  • Managing Retailing, Wholesaling, and Logistics.
  • Designing and Managing Integrated Marketing Communications.
  • Social Responsibility and Ethics.

Detailed Description of Assessment Methods

For Attending students:
  • Group projects.
  • Final written exam.
For Non attending students:
  • Final written exam.

Textbooks

For Attending students:
  • P. Kotler , G. Armstrong, Principles of Marketing: Global Edition. Pearson Higher Education, 2015 (chapters assigned by instructor - to be confirmed).16th Ed.
For Non attending students:
  • P. Kotler , G. Armstrong, Principles of Marketing: Global Edition . Pearson Higher Education, 2015 (all chapters - to be confirmed).16th Ed.
Testi d'esame & Articoli on line (verifica disponibilità in Biblioteca) / Exam textbooks & Online Articles (check availability at the Library)
Last change 10/06/2015 11:26
CLEF (6 cfu - I sem. - OP  |  SECS-P/08) - BESS-CLES (6 cfu - I sem. - OP  |  SECS-P/08) - BIEMF (6 cfu - I sem. - OBCURS  |  SECS-P/08)
Docente responsabile dell'insegnamento/Course Director:
ZEHRA GULEN SARIAL ABI

Classes: 31 (I sem.) - 32 (I sem.)
Instructors:
Class 31: THOMAS EICHENTOPF, Class 32: ZEHRA GULEN SARIAL ABI


Class group/s taught in English

Course Objectives

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 participants to understand the basic principles of marketing; second, it offers attendees with 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.
Consistently, 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 section 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.

Course Content Summary

  • 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.
  • Branding.
  • Setting Product Strategy.
  • Designing and Managing Services.
  • Pricing.
  • Managing Retailing, Wholesaling, and Logistics.
  • Designing and Managing Integrated Marketing Communications.
  • Social Responsibility and Ethics.

Detailed Description of Assessment Methods

For attending students:

Final Exam 40%
3 Cases (3 hand ins) 10 each = 30%
1 Final Group Project (Marketing Plan) 30%

 

For non attending students:

Final written Exam


Textbooks

Attending students
•    Kotler & Armstrong, Principles of Marketing: Global Edition (16th Ed). Pearson Higher Education.
•    Additional cases to be announced and distributed in class

Non - Attending students
•    Kotler & Armstrong, Principles of Marketing: Global Edition (16th Ed). Pearson Higher Education.
Testi d'esame & Articoli on line (verifica disponibilità in Biblioteca) / Exam textbooks & Online Articles (check availability at the Library)
Last change 27/03/2015 12:44
BIEMF (6 cfu - II sem. - OBCURS  |  SECS-P/08)
Docente responsabile dell'insegnamento/Course Director:
ZEHRA GULEN SARIAL ABI

Classes: 33 (II sem.)
Instructors:
Class 33: IOANNIS EVANGELIDIS


Class group/s taught in English

Course Objectives

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 participants to understand the basic principles of marketing; second, it offers attendees with 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.
Consistently, 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 section 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.

Course Content Summary

  • 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.
  • Branding.
  • Setting Product Strategy.
  • Designing and Managing Services.
  • Pricing.
  • Managing Retailing, Wholesaling, and Logistics.
  • Designing and Managing Integrated Marketing Communications.
  • Social Responsibility and Ethics.

Detailed Description of Assessment Methods

Attending students
- Cases
- Group Project
- Final Exam

NON Attending students
Final Exam

Textbooks

Attending students
• Kotler & Armstrong, Principles of Marketing: Global Edition (16th Ed). Pearson Higher Education.
• Additional cases to be announced

Non - Attending students
• Kotler & Armstrong, Principles of Marketing: Global Edition (16th Ed). Pearson Higher Education.
Testi d'esame & Articoli on line (verifica disponibilità in Biblioteca) / Exam textbooks & Online Articles (check availability at the Library)
Last change 27/03/2015 12:44