The course aims to deepen marketing as a philosophy of connection with the markets.
In the traditional interpretation of the dynamics relating to entrepreneurial organizations, the relationship between the company and the market is essentially traced back to the marketing function, which is attributed, as an explicit etymological ratio, to the objective of connecting the company to the market as a "social and managerial process aimed at satisfying needs and requirements through processes of creation and exchange of products and value ".
During the course, case studies will be provided on the strategic role of marketing within companies that are part of the maritime system, to deepen some concepts learned in class.
At the end of the course, students will know:
- Interpret the competitive scenario and market demand in the maritime sector;
- Plan marketing strategies in a structured way: from target identification to maritime positioning strategies;
- Acquire the guidelines for the development of an integrated marketing mix in the maritime sector;
- Develop a marketing plan, in line with the target, the business objectives and the evolutions of the maritime competitive scenario.