MARKETING

Degree course: 
Corso di First cycle degree in ECONOMICS AND MANAGEMENT
Academyc year when starting the degree: 
2015/2016
Year: 
3
Academyc year when helding the course: 
2017/2018
Course type: 
Optional subjects
Credits: 
6
Period: 
Second semester
Standard lectures hours: 
40
Detail of lecture’s hours: 
Lesson (40 hours)
Requirements: 

The course doesn't require previous knowledge of marketing principles

Final Examination: 
Orale

The course will be assessed by a written exam at the end of the course (4 open questions: two broad question will be evalutated from 0 to 10 points each, the other other smaller questions will be evaluated from 0 to 5 point each. For students attending the class, the exam will cover all the theoretical topics discussed in the classroom along with case studies and seminars; the slides of the course are not provided to prepare the exam which have to be prepared on books indicated in the recommended reading list. For students not attending the class, the exam will be based on the books indicated in the recommended reading list.

Assessment: 
Voto Finale

The course aims at providing the basics for understanding the evolution of the role of marketing in today's competitive context, the elements that characterize the strategic marketing analysis, the operational marketing levers as well as tools for the implementation of effective marketing strategies both with regard to B2B B2C markets. On completion of the course, students are expected to be prepared to discuss the character of B2C and B2B marketing, to analyse the elements both of the marketing strategy and marketing mix. Students should also be able to apply the acquired theoretical knowledge to the analysis of proposed case studies and to process the company's strategic and operative marketing plans.

1. The changing role of marketing in the context of the evolution of the relationships between business, the economy and society (2h)
2. Customer needs analysis (3h)
3. Customer purchasing behaviour in B2C, B2B and B2B2C markets(2h)
4. Market analysis through segmentation (3h)
5. Market segmentation in B2C and B2B markets (3h)
6. Analysis of market attractiveness (2h)
7. Targeting, profiling and positioning marketing strategies on target segments (3h)
8.Product strategies and strategic management of the introduction of product innovation into the marketplace(3h)
9. Brand management and brand positioning in B2B e B2C markets (3h)
10. Prince strategies and price goals(3h)
11. Distribution strategies and management of multichannel levels (3h)
12. Comunication strategies(3h)
13. Relationship maketing in B2B and service markets: Customer retention e politiche and loyalty management strategies (3h)
14. Social Media Marketing e Social Media Marketing Plan (4h)

1. VELO D., “Continuità e discontinuità negli studi di Marketing”, in Impresa Progetto, rivista on line DITEA, n. 2, 2008, disponibile su www.impresaprogetto.it/
2. LAMBIN J.J., Market-driven Management. Marketing Strategico e Operativo, McGraw Hill Italia, SETTIMA EDIZIONE, 2016:
CHAPTER 1:
par. 1.1.1-1.1.2-1.1.3-1.1.4-1.1.5-1.1.7
par. 1.2
par. 1.3.1-1.3.3
included the on line reading available on www.ateneoline.it: L’evoluzione del ruolo del processo di marketing
CHAPTER 2:
paragraphs: 2.1: 2.1.1-2.1.2-2.1.3
par 2.2: all sub-paragraphs
CHAPTER 4:
par. 4.1: 4.1.1-4.1.2-4.1.3
par 4.3 all sub-paragraphs
CHAPTER 5:
Par 5.1 all sub-paragraphs
Par 5.2 all sub-paragraphs
Par 5.4 all sub-paragraphs
CAPITOLO 6:
Par. 6.1
Par. 6.2 (FROM 6.2.1 TO 6.2.6)
Par 6.3 (FROM 6.3.1. TO 6.3.6)
Par 6.5 (FROM 6.5.1 TO 6.5.3) EXCLUDED “La matrice importanza-performance”
CHAPTER 8:
all sub-paragraphs included the on line reading “L’analisi di microsegmentazione nei mercati dei beni industriali”
CHPATER 9:
par 9.5: 9.5.1-9.5.2
CHAPTER 11:
Par 11.1 all sub-paragraphs
Par 11.2 all sub-paragraphs
Par 11.3: only the sub.paragraph 11.3.4
CHAPTER 13:
Par 13.1 all sub-paragraphs
Par 13.3 all sub-paragraphs
Par 13.4
Par 13.5: exclued the sub-pragraph 13.5.5
Par. 13.7 all sub-paragraphs
CAPITOLO 14: all chapter excluded the sub-paragraph 14.5
CHAPTER 15:
Par. 15.1 all sub-paragraphs
Par 15.2 all sub-paragraphs(excluded the on line reading “Il marketing diretto”)
Par 15.3 all sub-paragraphs
Par 15.4 all sub-paragraphs
Par. 15.5 all paragraph
(excluded the on line reading “Aspetti essenziali del franchising”)
Par. 15.6 all
Par. 15.8: only par 15.8.1-15.8.2-15.8.3

CAPITOLO 17: LE DECISIONI DI PREZZO
Par. 17.1 tutti i subparagrafi
Par. 17.2: par 17.2.1-17.2.3 tutti i subparagrafi
Par. 17.3 tutti i subparagrafi
17.4 tutti i subparagrafi (eccetto l’appfondimento on line “Il prezzo nel marketing internazionale”)
Par.17.5 tutti i subparagrafi
Par 17.7 tutti i subparagrafi

CAPITOLO 18: LE DECISIONI DI COMUNICAZIONE DI MARKETING
Par.18.1 tutti i subparagrafi eccetto 18.1.5-18.1.6
Par. 18.2: solo subparagrafo 18.2.3
Par 18.3: 18.3.2-18.3.3-18.3.4-18.3.5

CASI AZIENDALI DA LEGGERE ATTENTAMENTE PER LA PREPARAZIONE ALL’ESAME
CASO CALLIGARIS PAG. 517
CASO IKEA PAG. 530
CASO GEOX PAG. 548
CASO BMW ITALIAPAG. 558
CASO MOON BOOT PAG. 560

The course is strucurend on both lectures and case studies discussions; managers of private firms will be invited to present applied case studies which will be discusse in the classroom. for students attending the course bpth case studies and seminar topics will be part of the exame

Office hours: at the and of each lesson or by appointment