MARKETING

Degree course: 
Corso di First cycle degree in ECONOMICS AND MANAGEMENT
Academyc year when starting the degree: 
2018/2019
Year: 
3
Academyc year when helding the course: 
2020/2021
Course type: 
Optional subjects
Language: 
Italian
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 exam consists of a written test on the topics addressed during the course and analysed in the textbook indicated in the teaching material. The exam is structured inn 5 quiz questions (one correct answer) and in two open questions. Each quiz provides an assessment of between 0 and 3 point each, the first open question provides an assessment of between 0 and 9 point, the second open questions an assessment of between 0 and 8,5 points. For the evaluation of open question, the Lecture will take into account the candidate’s ability to use an appropriate specialist lexicon, together with the overall quality of the answers as well as the ability to critically comment on the issues being verified, including practical examples taken from the market

Assessment: 
Voto Finale

The course aims at providing the basics for understanding the evolution of the role of marketing in today's competitive environment, 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 analyse the elements both of the transactional and relationship marketing approaches. 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 the strategic management in the phase of lunching of a new product 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. Communication strategies(3h)
13. Relationship marketing in B2B and service markets: Customer retention and and loyalty management strategies (3h)
14. Social Media Marketing and Digital marketing strategies (4h)

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
Par. 15.8: only par 15.8.1-15.8.2-15.8.3

CAPITOLO 17: LE DECISIONI DI PREZZO
Par. 17.1 all sub-paragraph
Par. 17.2: par 17.2.1-17.2.3 and all sub-paragrafi
Par. 17.3 all sub-paragraph
17.4 all sub-paragraphs (exluded “Il prezzo nel marketing internazionale”)
Par.17.5 all sub-paragraphs
Par 17.7 all sub-paragraphs

CAPITOLO 18: LE DECISIONI DI COMUNICAZIONE DI MARKETING
Par.18.1 all sub-paragraphs ecluded par. 18.1.5-18.1.6
Par. 18.2: only sub-paragrafo 18.2.3
Par 18.3: 18.3.2-18.3.3-18.3.4-18.3.5

case studies to read careffully
CALLIGARIS PAG. 517
IKEA PAG. 530
GEOX PAG. 548
BMW ITALIA PAG. 558
MOON BOOT PAG. 560

Convenzionale

The course is structured on both lectures and case studies discussions; managers of private firms will be invited to present applied case studies which will be discuses in the classroom. Both case studies and seminar topics will be considered part of the exam

During the course period, at the end of each lesson or by appointment previously fixed by email; in the first semester, only by appointment to be fixed by email to be sent at the address roberta.pezzetti@uninsubria.it