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.
|
Code
|
18294 |
Language
|
ITA |
Type of certificate
|
Profit certificate
|
Credits
|
7
|
Scientific Disciplinary Sector Code
|
SECS-P/08
|
Contact Hours
|
42
|
Type of Activity
|
Related or supplementary learning activities
|
Teacher
|
PICCAROZZI Michela
(syllabus)
PART ONE - Marketing analysis (consumer behavior; market segmentations; competition; marketing research) SECOND PART - The strategy (corporate and marketing strategy) PART THREE - The Marketing mix (decisions relating to the product, price, services, distribution channels, communication and sales network). PART FOUR - The programming (the marketing plan, CRM, digital marketing, brand and brand equity).
(reference books)
"Marketing" J. Paul Peter,James H. jr. Donnelly, Carlo Alberto Pratesi - McGraw-Hill Education - VII Edizione SLIDES of the lessons - Available on the student portal divided according to the structure of the reference text
|
Dates of beginning and end of teaching activities
|
From to |
Delivery mode
|
Traditional
At a distance
|
Attendance
|
not mandatory
|
Evaluation methods
|
Written test
|
|
|