Marketing (2017/2018)

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 18, 2017 al Jan 12, 2018.

Lesson timetable

Go to lesson schedule

Learning outcomes

The Marketing course will analyze and describe marketing as the process for creating, communicating, delivering, and exchanging value for customers, clients, partners, supply chain members, and the entire 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. The knowledge about stategic and operational marketing is essential for those students that aim at developing a carrier in private or public organizations, or in consultant companies. At the end of the course students will be able to know the strategic and operative teories and techniques of marketing, applying them to real companies both in private and public sectors.


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 course is structured in lessons and practical cases presented by invited companies.

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 written.
The written exam consists of a business case structured with open questions, where students provide both practical and theoretical solutions to the specific questions provided.
The oral exam could be required by the teacher for those students which passed the exam with a mark that must be confirmed.