Marketing

Degree course: 
Corso di First cycle degree in Communication Sciences
Academyc year when starting the degree: 
2016/2017
Year: 
3
Academyc year when helding the course: 
2018/2019
Course type: 
Compulsory subjects, characteristic of the class
Credits: 
6
Period: 
First Semester
Standard lectures hours: 
48
Detail of lecture’s hours: 
Lesson (48 hours)
Requirements: 

The course doesn’t require previous knowledge

Final Examination: 
Orale

The student must take an oral exam
Grades of evaluation:
excellent judgment: 28/30 to 30L
good judgment: from 25/30 to 27/30
medium judgment: from 22/30 to 24/30
low judgment: from 18/30 to 21/30
insufficient judgment: < 18/30

Assessment: 
Voto Finale

The Marketing course belongs to the field of economics. At the end of the course the student will be able to:
a) Acquire a general marketing framework
b) Know the fundamental characteristics of the market
c) Critically read the socio-cultural context and the behavior of consumers and businesses
d) Understand the Marketing Strategies

Economic Theory: market structure and analysis of supply and demand. Consumer needs, goods (and services). The perception of value. The creation of value. Production, product sales. Marketing and business organization. Strategic and Operational Marketing. Strategic Marketing Planning. Internal and external Audit. SWOT analysis. Market Segmentation (targeting). The 4 P of marketing: product, price, point of sale, promotion. Marketing mix. The three key processes: PDM (product & service development management), SCM (supply chain management), CRM (customer relationship management). Analysis of the competition. Competitive strategies. The definition of the brand (branding). The product line. Life cycle of the product. Communication and the media. Advertising. Marketing of events. Viral Marketing, Tribal Marketing, Web Marketing, Marketing and Social Network. Applications of Visual Merchandising Marketing. Direct Marketing. Experiential Marketing. City Marketing.

Kotler P.; Armstrong G.; (e altri) PRINCIPI DI MARKETING - Ed. PEARSON, 2015
G. Brusa, LA PERCEZIONE DEL VALORE, Ed. Maggioli, 2007
G. Brusa, GOLEMARKETING, Ed. Maggioli, 2018

Frontal lessons

Office hours: every Thursday from 13,00 to 14,00

Professors

BRUSA GIANFRANCO