MARKETING
Academic year and teacher
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- Versione italiana
- Academic year
- 2022/2023
- Teacher
- FULVIO FORTEZZA
- Credits
- 6
- Curriculum
- Comunicazione pubblica e sociale
- Didactic period
- Primo Semestre
- SSD
- SECS-P/08
Training objectives
- The Course aims to provide students with the very basic body of knowledge about marketing, with a special focus on strategic marketing analysis and decisions.
Students will be able to think in a “marketing-oriented fashion”, with particular regard to the business-to-consumer context. Prerequisites
- Capacity for critical thinking is required.
Course programme
- The topics listed below don’t perfectly match up with the book chapters to prepare for the final exam. They need to be framed as the main areas of interest of the course as well as the milestones of the marketing discipline.
ATTENDING STUDENTS
PART 1 (18 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 (8 HOURS OF TEACHING)
MARKETING AND STRATEGIC CHOICES
- Segmentation
- Positioning
PART 3 (4 hours of teaching)
OPERATIONAL MARKETING (the basics)
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
MARKETING AND STRATEGIC CHOICES
- Market Segmentation
- Brand and Product Positioning
OPERATIONAL MARKETING (the basics)
- Product Management & Innovation
- Communication and Branding
- Price
- Distribution and e-commerce Didactic methods
- Lectures, case studies, and business examples.
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 4 open questions that cover all the topics discussed in the course.
Each question can earn students up to 8 points.
To pass the exam the student must obtain a minimum score of 18 points.
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:
- 1
- 2 (all)
- 3 (tutto)
- 4
Chapter 2:
- 3.2.3
- 3.2.4
Chapter 3:
- 6.1
- 6.2
Chapter 4:
- 1
- 2.1, 2.3, 2.6
- 4 (tutto)
Chapter 6:
- 1 (except for paragraph 1.6)
- 2.1, 2.2, 2.3, 2.4, 2.5
Chapter 7:
- 1
- 2.1, 2.2, 2.5, 2.6 (all)
- 3 (all)
- 4 (all)
Chapter 8:
- 1
- 3
- 4.1, 4.2
- 7 (all)
Chapter 9:
- 1
- 2
- 6
Candidates will have to study the text with a thoughtful approach.
