Marketing (2016/2017)

Course partially running (all years except the first)

Course code
Name of lecturer
Barbara Gaudenzi
Barbara Gaudenzi
Number of ECTS credits allocated
Academic sector
Language of instruction
primo semestre triennali dal Sep 19, 2016 al Jan 13, 2017.

Lesson timetable

primo semestre triennali
Day Time Type Place Note
Monday 11:50 AM - 1:20 PM lesson Lecture Hall B  
Wednesday 10:10 AM - 11:40 AM lesson Lecture Hall B  
Friday 10:10 AM - 11:40 AM lesson Lecture Hall B  

Learning outcomes

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

Reference books
Author Title Publisher Year ISBN Note
Kerin R.A., Hartley S.W., Rudelius W. e Pellegrini L. Marketing (Edizione 3) McGraw-Hill 2014 9788838668319

Assessment methods and criteria

The exam is composed by a written exam and an oral dissertation (mandatory).
The written exam consists of a business case, where students provide both practical and theoretical solutions to the specific questions provided.
The oral exam is based on the book chapters and other readings provided on the e-learning platform