Marketing (2012/2013)

Course code
4S00389
Name of lecturers
Barbara Gaudenzi, Ivan Russo, Paola Signori
Coordinator
Barbara Gaudenzi
Number of ECTS credits allocated
6
Academic sector
SECS-P/08 - MANAGEMENT
Language of instruction
Italian
Period
primo semestre dal Sep 24, 2012 al Dec 21, 2012.

Lesson timetable

Syllabus

Course objectives

The Marketing course will analyze and describe marketing as the process for creating, communicating, delivering, and exchanging value for customers, clients, partners, and society.
Marketing will be analyzed from the analytic- strategic-operational perspectives, in order to understand, with the large use of cases and examples, the implementation of marketing process.

Main topics:
- Creating Customer Relationships and Value through Marketing
- Developing Successful Marketing and Organizational Strategies
- Understanding Consumer Behavior
- Market Segmentation, Targeting, and Positioning
- Developing New Products and Services
- Managing Successful Products and Brands
- Building the Price Foundation
- Managing Marketing Channels and Wholesaling
- Personal Selling and Sales Management
- Integrated Marketing Communications and Direct Marketing
- Advertising, Sales Promotion, and Public Relations
- Implementing Interactive and Multichannel Marketing
- The Strategic Marketing Process and Marketing Plan.

Texts:
Roger A. Kerin, Eric N. Berkowitz, Steven W. Hartley, William Rudelius, Luca Pellegrini, “Marketing” The McGraw-Hill, 2010 (second edition). Chapters 3, 5, 7, 8, 9, 11, 13 and 21are excluded.

The exam is composed by a written examination and a oral dissertation

Assessment methods and criteria

The exam is composed by a written examination and a oral dissertation