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.