MARKETING

MARKETING

_
iten
Code
64372
ACADEMIC YEAR
2020/2021
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

6 credits during the nd year of 8707 MANAGEMENT (LM-77) 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
Teaching materials

OVERVIEW

Marketing is a constantly evolving discipline that supports the company in managing the relationship with the customer, so as to acquire a lasting competitive advantage. Within this framework, the course aims to provide students with the knowledge and skills necessary for a critical understanding of the role of Marketing, the skills needed to use the tools of Marketing, in the strategic and operational dimensions, also in consideration of the most recent market dynamics.

AIMS AND CONTENT

LEARNING OUTCOMES

The course provides a broad introduction to the fundamentals of marketing, exploring the components of a marketing strategy. Main subjects: Marketing and the Marketing process: Definitions; Analyzing the Marketing Environment; Understanding Consumer and Business Buyer Behavior; Designing a Customer-Driven Marketing Strategy; Products; Brands; Pricing; Marketing Channels: Retailing and Wholesaling; Promotion and Advertising; Online, SocialMedia, and Mobile Marketing: introduction

AIMS AND LEARNING OUTCOMES

Aims
The aim of the course is to provide students with the knowledge and skills necessary for understunding the critical role of Marketing and its tools in the decision-making processes, both in the strategic and operational dimensions, also through the analysis of business experiences in different markets.
Learning Outcomes
Knowledge and understanding. Students will acquire adequate knowledge and effective understanding of the principles, methodologies and tools governing Marketing and the role it plays at strategic and operational level in value creation.
Ability to apply knowledge and understanding. Students will be able to apply acquired knowledge and understand and solve issues related to specific business and business contexts.
Judgment autonomy. Students will acquire a autonomous skills of evaluation both in theoretical and operational terms of the acquired knowledge, applying them critically to the various business contexts.
Communication Skills. Students will acquire the technical language of the discipline in order to be able to communicate with both Marketers and specialists of other business functions.

PREREQUISITES

In addition to the propaedeuticity of Economia Aziendale, being a Marketing course, the notions of teaching Economia e gestione delle imprese are required.

Teaching methods

Lectures. Managers seminars and case histories.

SYLLABUS/CONTENT

Marketing in business decision making: definitions
Marketing Function vs Sales Function 
The analysis of demand: consumer customer and business customer
Customer needs. Buyer behavior
Marketing and market research
Segmentation, targeting and placement
Product Policies and Brand Policies
Price policies
Distribution policies
Promotion policies
The role of the sales policy
Digital Marketing: Introduction

RECOMMENDED READING/BIBLIOGRAPHY

Book reference 

A. Burresi, G. Aiello e S. Guercini (a cura di), Marketing per il governo dell'impresa, Giappichelli Editore, 2006.

See also information published on Aulaweb

TEACHERS AND EXAM BOARD

Ricevimento: Office hours for students: Tuesday h 11-13.

Exam Board

SILVIA BRUZZI (President)

RICCARDO SPINELLI

GIORGIA PROFUMO

CLARA BENEVOLO

LESSONS

Teaching methods

Lectures. Managers seminars and case histories.

LESSONS START

First semester

ORARI

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

Vedi anche:

MARKETING A

EXAMS

Exam description

The exam includes a test with open-ended questions.

Assessment methods

Assessment

Test examination with open questions, also taken from economic information sources, defined in order to evaluate student's learning as well as the ability to independently make links between the different issues and to express a critical and up-to-date opinion. The evaluation parameters of the test are the following: completeness, accuracy, logical explanation, expressive adequacy.

For the attending students in itinere and intermediate tests are included.

Exam schedule

Date Time Location Type Notes
04/06/2021 11:00 GENOVA Scritto
22/06/2021 10:30 GENOVA Scritto
06/07/2021 10:30 GENOVA Scritto
03/09/2021 10:30 GENOVA Scritto

FURTHER INFORMATION

Knowledge and understanding: Students will acquire adequate knowledge and effective understanding of the principles, methodologies and tools governing Marketing and the role it plays at strategic and operational level in value creation.
Ability to apply knowledge and understanding: Students will be able to apply acquired knowledge and understand and solve issues related to specific business and business contexts.
Judgment autonomy: Students will acquire a autonomous skills of evaluation both in theoretical and operational terms of the acquired knowledge, applying them critically to the various business contexts.
Communicative Skills: Students will acquire the technical language of the discipline in order to be able to communicate with both Marketers and specialists of other business functions.