Teacher
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IANDIORIO Elisa
(syllabus)
The course, after having framed the marketing management in the firm general goals and activities, develops both the strategic marketing (consumer behaviour, segmentation, marketing research general concepts, market strategies, SWOT analysis, etc.) and the operations (product, price, place, promotion) subject matters. The aim of the course is to provide students with all knowledge necessary to understand and develop a marketing plan. To operationalize the acquired knowledge, students will be invited to develop, divided into groups, a project work focusing on a selected product/service. The project would be initiate at half course (more or less) and the work done would be checked by the teacher at half work (3/4 of the course) to make sure it is correctly carried out. The presentation of the project work will take place just at the end of the course in front of the commission which will evaluate the exam.
(reference books)
J. Paul Peter, James H. jr. Donnelly, Carlo Alberto Pratesi, Alessio Di Leo (a cura di), Marketing, McGraw-Hill, VI o VII edizione. Il testo va studiato per intero sia per gli studenti frequentanti che per gli studenti non frequentanti.
SOLO PER CHI HA SOSTENUTO L’ESAME DI MARKETING ALLA TRIENNALE IL TESTO DI RIFERIMENTO É QUESTO: Marketing dei servizi K. Douglas Hoffman - John E. G. Bateson - Gennaro Iasevoli
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