Teacher
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PICCAROZZI Michela
(syllabus)
PART 1:DEFINING MARKETING AND THE MARKETING PROCESS 1. Marketing:Creating Customer Value and Engagement 2. Companyand Marketing Strategy: Partnering to Build Customer Engagement, Value, andRelationships PART 2:UNDERSTANDING THE MARKETPLACE AND CONSUMER VALUE 3. Analyzingthe Marketing Environment 4. Managing MarketingInformation to Gain Customer Insights 5. ConsumerMarkets and Buyer Behavior 6. BusinessMarkets and Business Buyer Behavior PART 3:DESIGNING A CUSTOMER VALUE—DRIVEN STRATEGY AND MIX 7. CustomerValue—Driven Marketing Strategy: Creating Value for Target Customers 8. Products,Services, and Brands: Building Customer Value 9. DevelopingNew Products and Managing the Product Life Cycle 10. Pricing:Understanding and Capturing Customer Value 11. PricingStrategies: Additional Considerations 12. MarketingChannels: Delivering Customer Value 13. Retailingand Wholesaling 14. EngagingConsumers and Communicating Customer Value: Integrated Marketing CommunicationStrategy 15.Advertising and Public Relations 16. PersonalSelling and Sales Promotion 17. Direct,Online, Social Media, and Mobile Marketing PART 4:EXTENDING MARKETING 20.Sustainable Marketing: Social Responsibility and Ethics
(reference books)
Philip Kotler, Gary Armstrong (2021) Principles of Marketing, Global Edition, 18th Edition - Pearson Slides and insights provided by the lecturer on Moodle
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