MARKETING

MARKETING

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Code
64372
ACADEMIC YEAR
2017/2018
CREDITS
9 credits during the 3nd year of 8697 Business Administration (L-18) GENOVA

6 credits during the nd year of 8698 Maritime, Logistics and Transport Economics and Business (L-18) GENOVA

6 credits during the nd year of 8699 Economics (L-33) GENOVA

SCIENTIFIC DISCIPLINARY SECTOR
SECS-P/08
LANGUAGE
Italian
TEACHING LOCATION
GENOVA (Business Administration)
semester
1° Semester
sectioning
This unit is divided into 2 sections: A, B. This page refers to the section
Prerequisites

AIMS AND CONTENT

Teaching methods

Lectures, case-studies, teamworks

SYLLABUS/CONTENT

The course aims at developing the main concepts, models and tools related to strategic market management. More specifically, the course deals with the following topics:

  • market driven management and value creation
  • strategic market analysis, focusing on b2c markets and consumer behavior
  • marketing strategy (targeting, positioning, new product development)
  • marketing mix policies

marketing metrics and marketing plan

RECOMMENDED READING/BIBLIOGRAPHY

Lambin, 2013, Market driven management, McGrawHill (English edition)

Details on the chapters to study will be provided on request

TEACHERS AND EXAM BOARD

Ricevimento: http://www.economia.unige.it/index.php/il-dipartimento/personale/docenti-ad-economia/80-nicoletta-buratti

Exam Board

NICOLETTA BURATTI (President)

GIORGIA PROFUMO

LESSONS

Teaching methods

Lectures, case-studies, teamworks

ORARI

L'orario di tutti gli insegnamenti è consultabile su EasyAcademy.

Vedi anche:

MARKETING B

EXAMS

Exam description

Written test, with open ended questions