Teacher
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AQUILANI Barbara
(syllabus)
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 focusing 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. The presentation of the project work will take place just at the end of the course in front of the commission which will evaluate the exam.
(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.
Students willing to pass the exam in English can found lessons registrations for the entire program in the Moodle platform. In this case the text is the following: Kotler P. and Armstrong G. (2020), Principles of Marketing, Global Edition, Pearson Education Limited; 18° ed. (2020, May, 22), and to pass the exam only the first 16 chapters have to be studied.
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