Business Management

General objectives The “Laboratorio Premio Marketing” provides students with the necessary elements for solving a real business case through the drafting of a final report (marketing plan). Each year, in collaboration with a different company, students are challenged with a marketing 'problem', to be solved through the implementation of analytical, strategic and operational techniques. In addition to theoretical lectures, students will be given operational guidance leading to the drafting of a report that reflects the standards required by companies. Students may participate individually or in groups (maximum of 3 persons). Finally, this workshop is held in collaboration with the Società Italiana Marketing. All groups can participate in a competition involving students from multiple Italian universities. Participants will see their participation in the national competition recognised through a certificate issued by the Società Italiana Marketing, which can be used to enrich their curriculum vitae. For detailed information, please consult the dedicated website http://www.premiomarketing.com/sp/it/home.3sp. Specific Objectives Knowledge and understanding: At the end of the course, students will be able to demonstrate that they have fully mastered the main concepts related to the drafting of a marketing plan, divided into its analytical, strategic and operational sections. Application skills: Through group work, the course supports students in drafting a marketing plan. At the end of the course, students will be able to draft their own report, analysing the different marketing environments, formulating a specific strategy and making the right operational decisions for the pursuit of their objectives. Critical and evaluative skills: The content and modalities of the course strongly encourage the development of the student's critical thinking in the approach to understanding and analysing the market, which are fundamental requirements for the formulation of an appropriate strategy and operational implementation. Communication skills: the student will acquire communication skills and accuracy in the use of technical language related to the discipline of Marketing. Learning skills: At the end of the course, the student will be able to draw up a marketing plan.