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Derived from
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18294 MARKETING in Political sciences and international relations L-36 0 FRANCO Silvio
(syllabus)
I) GENERAL CONCEPTS OF MARKETING
- Marketing in the enterprise management
- Structure and results of marketing research
II) ANALYTIC MARKETING FOR MARKET KNOWLEDGE
- Consumer behaviors and decisions
- Market segmentation: methods and procedures
III) DEFINITION OF MARKETING STRATEGIES
- Strategic planning of enterprise
- SWOT Analysis, targeting and positioning
IV) MARKETING MIX MANAGEMENT
- Decisions about the product
- Communication mix
- Types and characteristics of supply chain
- Pricing policies
IV) THE MARKETING PLAN
- Structure and contents of a marketing plan
- Development of a case study
(reference books)
- Notes from lectures (sent by email)
- J.P. Peter, J.H. Donnelly, C.A. Pratesi, Marketing (quinta edizione), McGraw-Hill, Milano 2013
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