MARKETING (Cognomi L-Z)
Academic year and teacher
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- Versione italiana
- Academic year
- 2022/2023
- 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 and non-attending students will follow different course syllabi.
Attending students of both class sections (i.e., A-K and L-Z) will attend a first block of lessons (taught by Fulvio Fortezza) on the basics of the marketing discipline and a second block of lessons (taught by Giorgio Soffiato) on the effects of the digital marketing revolution. Both professors will rely on recurring business case evidence and practical examples. Moreover, all students are expected to actively participate in the class activities and demonstrate both critical and outside-the-box thinking in order to be able to make the most of the prompts provided by the professors.
Non-attending students will be provided with a more traditional (yet up-to-date) body of knowledge on the most important principles and techniques of marketing management.
ATTENDING STUDENTS
PART 1 – THE BASICS OF MARKETING (41 HOURS OF TEACHING)
1. 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”
- Behaviours of companies oriented towards marketing and value creation
- The marketing system
2. MARKETING AND STRATEGIC CHOICES
- Segmentation
- Positioning
3. OPERATIONAL MARKETING
- Product
- Price
- Communication and Branding
- Distribution and Sales Management
Part 2 – THE EFFECTS OF THE DIGITAL
MARKETING REVOLUTION (15 hours of teaching)
4. THE DIGITAL IMPACT ON MARKETING INFORMATION ACTIVITIES
- Premise: the difference between “small” and “big data”
- Analysis of on-line customers’ opinions and behaviours (e.g. sentiment analysis, word-of-mouth, and brand reputation)
- Analysis of online communities
- Analysis of the company’s customer database and Customer Relationship Management (CRM)
- How to read analytics and other significant digital metrics
- How to use digital sources to perform competitor analysis
5. DIGITAL COMMUNICATION
- The concept of “digital ecosystems” beyond simple websites
- Buyer personas and digital positioning as two key points
- Main features of well-performing websites and the importance of SEO and SEM
- The basics of social media marketing
6. DIGITAL SELLING
- How to choose the sales channels
- How to make e-commerce work
- Special features of digital pricing
- Social commerce as a combination of storytelling and sales
NON-ATTENDING STUDENTS
1. 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
2. INFORMATION MARKETING
- How a marketing information system is structured and works
- Market research
3. MARKETING AND STRATEGIC CHOICES
- Sources of Competitive Advantage
- Strategic and Portfolio Management
- Market Segmentation
- Brand and Product Positioning
4. OPERATIONAL MARKETING
- Product
- Price
- Communication and Branding
- Distribution
- Sales management Didactic methods
- Lectures, case studies, business examples, practice.
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 need to pass a written exam with 3 open questions (up to 7 points each), 5 True or False questions (up to 1 point each), and 5 multiple-choice questions (up to 1 point each).
To pass the exam the student must obtain a minimum score of 18 out of 31
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.
