Marketing (2014/2015)

Course partially running (all years except the first)

Course code
Barbara Gaudenzi
Academic sector
Language of instruction
Teaching is organised as follows:
Activity Credits Period Academic staff Timetable
lezione 1 5 primo semestre Barbara Gaudenzi
Lezione 2 1 primo semestre Barbara Gaudenzi

Lesson timetable

primo semestre
Activity Day Time Type Place Note
lezione 1 Monday 11:50 AM - 1:30 PM lesson Lecture Hall B  
lezione 1 Wednesday 10:10 AM - 11:50 AM lesson Lecture Hall B  
lezione 1 Friday 10:10 AM - 11:50 AM lesson Lecture Hall B  

Learning outcomes

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.

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 exam and an oral dissertation (mandatory).
During the semester, students can decide to take an intermediate written test (voluntary).
This test adds one bonus to the final grade and can be spent only in the exam's session immediately after the course.
The mandatory exam is equal for all the students.