Teacher
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AQUILANI Barbara
(syllabus)
c) PROGRAM The course, after having framed the marketing management in the firm general goals and activities, develops both the strategic marketing (consumer behaviour, segmentation, marketing research general concepts, market strategies, SWOT analysis, etc.) and the operations (product, price, place, promotion) subject matters. The aim of the course is to provide students with all knowledge necessary to understand and develop a marketing plan. To operationalize the acquired knowledge, students will be invited to develop, divided into groups, a project work focussing on a selected product/service. The project would be initiate at half course (more or less) and the work done would be checked by the teacher at half work (3/4 of the course) to make sure it is correctly carried out.
(reference books)
J. Paul Peter, James H. jr. Donnelly, Carlo Alberto Pratesi, L. Principato (eds), Marketing, McGraw-Hill, V or VI edition. All the book has to be studied to pass the exam.
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