Marketing (2018/2019)

Course code
4S00389
Name of lecturer
Paola Signori
Coordinator
Paola Signori
Number of ECTS credits allocated
6
Academic sector
SECS-P/08 - MANAGEMENT
Language of instruction
Italian
Period
primo semestre lauree triennali dal Sep 17, 2018 al Jan 11, 2019.

Lesson timetable

Go to lesson schedule

Learning outcomes

This Marketing course will cover marketing under analytic-strategic-operational perspectives to understand the implementation of marketing processes. The student will learn why and how 'Marketing' is the activity for creating, communicating, delivering, and exchanging offerings that benefit its customers, the organization, its stakeholders, and society at large. This course seeks to teach students marketing concepts, often by having them actually “do marketing”—by putting them in the shoes of a marketing manager facing actual marketing decisions. At the end of this course, students will be able to apply marketing concepts to solve real problems, and to create a marketing plan for a virtual or a real case. This application will enable students to conduct an environmental scanning, analyze markets and consumer behaviours, take strategic and operational decisions and measure their results.

Syllabus

The 2018/19 Marketing course (in Vicenza) will cover the following topics:
- Creating Customer Relationships and Value through Marketing
- Developing Successful Marketing and Organizational Strategies
- Scanning the Marketing Environment
- Understanding Consumer Behavior
- Market Segmentation, Targeting, and Positioning
- Managing Successful Products and Brands
- Building the Price Foundation
- Arriving at the Final Price
- Managing Marketing Channels and Supply Chain
- Integrated Marketing Communications and Direct Marketing
- Using Social Media to Connect with Consumers
- Implementing Interactive and Multichannel Marketing
- Appendix: Building an Effective Marketing Plan.

Frontal lessons will be given in Italian with the support of slides and video cases in English. Foreign students that would like to attend this course are welcome. In case of foreign students choosing this course, the teacher could switch into English when needed. Please contact the professor if interested.
Students could also choose the full handbook in English; check the programme for selected chapters.
Online resources are available in students dedicated websites (Connect for assignments and exercises, and MHPractice for business games): more instruction in e-learning.

Reference books
Author Title Publisher Year ISBN Note
Signori P. Marketing A.A. 2019-2020 Custom Publishing McGraw-Hill Education 2019 9781307472929 Il testo è da studiare integralmente. Al testo sono associate due piattaforme online: Connect permette di verificare l'apprendimento con molti esercitazioni; MhPractice contiene un business game simulato per l'applicazione del marketing ad un caso virtuale.
Signori P. Marketing (E-book) McGraw-Hill Custom Publishing 2018 9781307302578 Il testo è da studiare integralmente e permette l'accesso alle due piattaforme (Connect e MhPractice) su cui sono basate le esercitazioni e le simulazioni del corso.

Assessment methods and criteria

The final exam grade is composed by the mean (50%) of two written exams.

Written exam= 10-15 open questions (in italian or english) on Operational Marketing (chapters 6-12).
Oral exam= on Analytic and Strategic Marketing (in italian or english), chapters 1-5.

Intermediate exam (Nov. 2018) on half program (chapters 1-5)= during the course a multiple choice exam (10 questions in english) will be scheduled. A positive score permits to skip the oral exam. The grade of the intermediate exam is weighted 50% on the total grade. Intermediate exam is valid only in the first two exam sessions after the lessons.
Additional projects= other assignements will be offered during the course. A positive evaluation on them provides integrative points (up to 4) to add to the final grade. More detailed instructions in e-learning.

Lectures will be given in Italian, with a large use of slides and video cases in English. Foreign students will be helped by the lecturer with the full support of the English version of the textbook. Assignments, exercises and business game online useful to earn additional points to the final grade, are in English.

STUDENT MODULE EVALUATION - 2017/2018