The course aims to analyse the subject of marketing from the methods and characteristics of the strategy to the operational aspects. The analysis of marketing in its strategic and operational aspects will be articulated starting from the knowledge of the consumer up to the preparation of the marketing plan. The student should be able to: 1) Knowledge and understanding: to know and understand the dynamics of marketing and how management can accurately plan its operational levers; 2) Applying knowledge and understanding: practically apply the knowledge acquired to develop marketing plans; 3) Autonomy of judgement (making judgments): having autonomy of judgement and ability to apply marketing methodologies and tools in an independent and original way; 4) Communication skills: to be able to communicate the acquired knowledge also through exercises and project work in comparison with other colleagues; 5) Learning skills: to learn a method of critical analysis and application of marketing tools.
Type of certificate
Scientific Disciplinary Sector Code
Type of Activity
Related or supplementary learning activities
18294 MARKETING in Political sciences and international relations L-36 0 PICCAROZZI Michela
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).
BOOK: "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 27/09/2021 to 22/12/2021
At a distance
Objectives of the course
Università degli Studi della Tuscia - Rettorato, Via S.M. in Gradi n.4, 01100 Viterbo, ITALY - Tel. 0761.3571