OVERVIEW

Marketing can no longer be considered as one of the functions of the company but it is increasingly identified with its overall management, constituting the cultural essence of the entire corporate system. Marketing is therefore broadly intended as a way to manage the enterprise and as a vision to successfully tackle current market competition.

LEARNING OUTCOMES

Basic issues in marketing management

AIMS AND LEARNING OUTCOMES

The student will be able to write a marketing plan

Teaching methods

Face to face lectures, paper discussion, exercises, contest participation

SYLLABUS/CONTENT

Market analysis (Abell model, BCG, GE and Porter models)

Segmentation

Positioning

Marketing mix

Service Marketing

Social media based marketing

Brand management

RECOMMENDED READING/BIBLIOGRAPHY

Principles of Marketing, Kotler, Armstrong, Pearson Prentice Hall, 2011. Further recommended readings will be available online during the course

Exam Board

GIAN CARLO CAINARCA (President)

MARCO RABERTO

SILVANO CINCOTTI

STEFANIA TESTA (President Substitute)

SILVIA MASSA (President Substitute)

Teaching methods

Face to face lectures, paper discussion, exercises, contest participation

LESSONS START

21st September 2020

Exam description

Oral test

Assessment methods

oral test + paper discussion + project work for contest

Exam schedule