MARKETING
Academic year and teacher
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- Versione italiana
- Academic year
- 2020/2021
- Teacher
- FULVIO FORTEZZA
- Credits
- 8
- Didactic period
- Primo Semestre
- SSD
- SECS-P/08
Training objectives
- The Course aims to provide students with the basic body of knowledge about marketing.
Students will be able to think and act in a “marketing-oriented fashion”, with particular regard to the business-to-consumer context. Prerequisites
- Capacity for critical thinking is required.
Course programme
- ATTENDING STUDENTS
PART 1 (21 hours of teaching)
THE PILLARS OF MARKETING MANAGEMENT
- The marketing concept and other managerial orientations
- The role and the organizational configurations of the marketing department as a “borderline area”
- Behaviors of companies oriented towards marketing and value creation
- The marketing system
PART 2 (9 hours of teaching)
MARKETING AND STRATEGIC CHOICES
- Sources of competitive advantage
- Market selection and strategic portfolio management
- Segmentation
- Positioning
PART 3 (14 hours of teaching)
OPERATIONAL MARKETING
- Product
- Price
- Communication and Branding
- Distribution and Sales Management
PART 4 (12 hours of teaching)
MARKETING IN ACTION
- Learning to understand daily facts in a marketing perspective
- Toolkit and applications
NON-ATTENDING STUDENTS
THE PILLARS OF THE MARKETING CONCEPT
- The marketing concept and other managerial orientations
- The role and the organizational configurations of the marketing department as a “borderline area”
- Integrated marketing
- Typical behaviors of companies oriented towards marketing and value creation
- The marketing system
- The marketing plan
INFORMATION MARKETING
- How a marketing information system is structured and works
- Market research
MARKETING AND STRATEGIC CHOICES
- Sources of Competitive Advantage
- Strategic and Portfolio Management
- Market Segmentation
- Brand and Product Positioning
OPERATIONAL MARKETING
- Product
- Price
- Communication and Branding
- Distribution
- Sales management Didactic methods
- Lectures, case studies, business examples, group projects.
Learning assessment procedures
- The course exam is devoted to test the level of achievement of the previously indicated training objectives.
The exam method depends on whether students attend the Course or not.
ATTENDING STUDENTS
Attending students are required to work on 1 practical project to meet a call to action launched by the Professor at the beginning of the course.
Students must send their project proposals to the professor by the end of the course. The professor will, in turn, assess the projects by giving them up to 31 points. To pass the exam the student must obtain a minimum score of 18 out of 31
Please note:
- If the score earned on the project is at least 18 out of 31, students must accept it as their final grade. No additional oral or written exam to improve the student’s grade will be possible;
- If the score earned on the project is below the minimum threshold of 18 out of 31, students will be called to prepare for the exam dedicated to non-attending students.
NON-ATTENDING STUDENTS
Students must take a written exam structured as follows: 31 True or False questions. Each correct answer can earn students 1 point and there will be no penalties for missing or wrong answers.
To pass the exam the student must obtain a minimum score of 18 out of 31.
Information for Erasmus students: Erasmus students are warmly invited to seek the advice of the professor at the beginning of the Course in order to define an ad hoc program and an ad hoc exam method based on their path at their home University. Reference texts
- ATTENDING STUDENTS: candidates can prepare for the exam just on the slides and teaching notes. The textbook is therefore not required, even if it may be useful as a support for a better understanding of the contents discussed during the lessons.
NON ATTENDING STUDENTS: G. Ferrero (ed.), Marketing e Creazione del Valore, Giappichelli, Torino, 2018.
Students will have to prepare to be interrogated on the following parts:
Chapter 1: all
Chapter 2:
- 3.2.3, 3.2.4
- 4.1, 4.2
- 5, 5.1, 5.2
Chapter 3:
- 6.1
- 6.2
Chapter 4: all
Chapter 5:
- 3
Chapter 6:
- 1 (all)
- 2 (all)
Chapter 7:
- 1
- 2.1, 2.2, 2.5, 2.6
- 3 (all)
- 4 (all)
Chapter 8:
- 1
- 2
- 3
- 4.1, 4.2
- 5 (all)
- 6 (all)
- 7 (all)
Chapter 9: all
Chapter 10:
- 1.1, 1.2
- 2.2, 2.3
Candidates will have to study the text with a thoughtful approach.
