MARKETING
(objectives)
The aim of the course is to provide a general framework of marketing activities carried out by companies, with a focus on their integration with corporate strategies. The course, after having framed the activity of marketing management in the context of strategic planning, first analyses the characteristics of the demand (behaviours, segmentation and research on consumers) and then the strategies related to components of the marketing mix (product, price, distribution, promotion) that the company have to consider to best meet the demand. The theoretical concepts are translated into operational terms through exercises and practical examples that guide the student to the creation of a marketing plan. In this marketing plan, the proposal for the launch of a new product is set in the context of corporate strategies, analysed in terms of strategic assessment (segmentation, targeting, positioning) and developed with an appropriate marketing mix.
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Teacher
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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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Dates of beginning and end of teaching activities
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From to |
Delivery mode
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Traditional
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Attendance
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not mandatory
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Evaluation methods
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Written test
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