MARKETING

BUSINESS ADMINISTRATION MARKETING

0212100029
DEPARTMENT OF ECONOMICS AND STATISTICS
EQF6
BUSINESS ADMINISTRATION
2022/2023

OBBLIGATORIO
YEAR OF COURSE 3
YEAR OF DIDACTIC SYSTEM 2016
AUTUMN SEMESTER
CFUHOURSACTIVITY
530LESSONS
ExamDate
MARKETING15/02/2023 - 09:30
MARKETING15/02/2023 - 09:30
Objectives
Knowledge and understanding
The aim of the course is to transfer knowledge and understanding of the ways according to which companies define strategies and policies for approaching end markets. In particular, students will have knowledge of the models used by companies to analyze the needs and expectations of customers, for the consequent definition of a proposal of distinctive value in comparison with the competition.

Applying knowledge and understanding
At the end of the course, students will be able to analyze the characteristics of markets and their competitive dynamics, to analyze consumption patterns, and to define market strategies and operational choices consistent with the needs and expectations of customers, also in relation to the potential that new technologies have made available to economic actors.
Prerequisites

BUSINESS ADMINISTRATION(RECOMMENDED PREREQUISITE)
Contents
THE FIRST PHASE FOCUSES ON THE STUDY OF STRATEGIC MARKETING, ESPECIALLY ON THE SWOT ANALYSIS, THE ASSESSMENT OF THE BUSINESS PORTFOLIO, THE SEGMENTATION PROCESS, THE POSITIONING AND THE CONSUMER'S BUYING BEHAVIOR, AS WELL AS THE ANALYSIS OF THE MARKET, DEEPENING THE METHODS, THE TECHNIQUES AND THE TOOLS OF MARKET RESEARCH.
THE SECOND PHASE OF THE COURSE DEALS WITH THE OPERATIONAL MARKETING AND THE MARKETING MIX STRATEGIES.
Teaching Methods
THE COURSE WILL BE ORGANIZED WITH LECTURES, CASE STUDIES, EXERCISES AND BUSINESS TESTIMONIALS .
Verification of learning
THE EXAM PROVIDES A MIDTERM AND A FINAL WRITTEN EXAMINATION. IN ADDITION, IT SHOULD BE PROVIDED FOR AN ORAL DISCUSSION. THE EVALUATION IS EXPRESSED IN THIRTIETHS.
Texts
PRINCIPI DI MARKETING.
17 EDIZIONE
DI PHILIP KOTLER , GARY ARMSTRONG , FABIO ANCARANI , MICHELE COSTABILE , ANDREA VINCRE
More Information
DURING THE LESSONS STUDENTS WILL BE PROVIDED BY DIDACTIC MATERIAL RELATING TO ARGUMENTS PROPOSED.
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