MARKETING
Academic year and teacher
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- Versione italiana
- Academic year
- 2019/2020
- 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
- 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
- Customer satisfaction measurement and analysis
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
RELATIONAL MARKETING
- Why be interested in relationships?
- Approaches to relational marketing
TRENDS IN MARKETING
- How the marketing scenario is changing
- New approaches and tools for value creation and delivery
ATTENDING STUDENTS:
PART 1 (21 hours of teaching)
1. The pillars of marketing management
1.1 The marketing concept and other managerial orientations
1.2 The role and the organizational configurations of the marketing department as a “borderline area”
1.3 Behaviors of companies oriented towards marketing and value creation
1.4 The marketing system
PART 2 (9 hours of teaching)
2. Marketing and Strategic choices
2.1 Sources of competitive advantage
2.2 Market selection and strategic portfolio management
2.3 Segmentation
2.4 Positioning
PART 3 (14 hours of teaching)
3. Operational marketing
3.1 Product
3.2 Price
3.3 Communication and Branding
3.4 Distribution
PART 4 (12 hours of teaching)
4. Marketing in action
4.1 Learning to understand daily facts in a marketing perspective
4.2 Toolkit and applications 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
First of all, attending students are required to work on a group project to meet a call to action launched by a company 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 16 points.
In addition to the group project, students must also take a 30-minute written exam composed of 3 open questions on the topics covered and discussed during the Course. Each correct answer can earn students up to 5 points and there will be no penalties for missing or wrong answers unless the total written exam score is lower than 4 points out of 15. In such a case, students will loose the points they earned for the group project and must take a 1-hour written exam composed of 5 open questions covering the whole program for attending students. Four of these questions will earn students up to 6 points and one of them up to 7 points.
To pass the exam the student must obtain a minimum score of 18 out of 31.
NON-ATTENDING STUDENTS
Students must take a 45-minute written exam structured as follows:
- 20 True or False questions. Each correct answer can earn students 1 point and there will be no penalties for missing or wrong answers
- 11 “fill the blank space” 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
- NON ATTENDING STUDENTS: G. Ferrero (ed.), Marketing e Creazione del Valore, Giappichelli, Torino, 2018. ***NEW EDITION***
Candidates will have to study the text thoroughly and with a thoughtful approach.
ATTENDING STUDENTS: candidates can prepare for the exam just on the slides and teaching notes. The text of the Course is therefore not required, even if it may be useful as a support for a better understanding of the contents discussed during the lessons.
