Business sciences

This module instructs you on how to analyse marketing situations, develop appropriate marketing plans and then implement your chosen plan. The course is structured in teaching unit described as follow: • Marketing Theory; • Strategic and operative marketing • Fundamentals of consumer behaviour • Principle of marketing research: methodologies and technique; • Market definition a demand segmentation • Differentiation strategy and market positioning • Brand and product management • Sales and distribution management • Advertising and promotion • Pricing

To attend this course students must have a good knowledge of the main concepts of management like the division of labor and the functional organization of companies. Moreover topics like value and its generation process are particularly relevant thus making theory and models on value generation mandatory for a good valuation. Finally a good knowledge of the exchange models of the micro theory is required.

Parte generale A.Mattiacci, A. Pastore, 2021, Marketing. Il Management orientato al mercato, Hoepli. o in alternativa P. Kotler, K Keller , F. Ancarani, M. Costabile. 2021, Marketing management, Pearson.

The course uses a mix of traditional and innovative teaching methods. Specific tests for each teaching based on the same scheme adopted for the final exam will help to reach the goal of this course. Some proactive teaching activities has been scheduled aimed at activating knowledge transferred during the course. Participation is voluntary and allows students to engage with analysis and study of solutions for real marketing management tasks.

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The exam will be an individual written exam based on: textbooks, additional book, slides and materials available on digital platform adopted. It is made of open 13 questions divided as follows: - 3 questions true/false - 8 questions multiple choice - 2 open answer questions Grading policy Each question will be rated as follow - 1 point for true/false - 2 points for multiple choice questions - up to 6 points for open answer questions.

Not scheduled

The course uses a mix of traditional and innovative teaching methods. Specific tests for each teaching based on the same scheme adopted for the final exam will help to reach the goal of this course. Some proactive teaching activities has been scheduled aimed at activating knowledge transferred during the course. Participation is voluntary and allows students to engage with analysis and study of solutions for real marketing management tasks.