Economia e Management | Principles of Marketing

cod. 0212700011

PRINCIPLES OF MARKETING

	0212700011
	DIPARTIMENTO DI SCIENZE AZIENDALI - MANAGEMENT & INNOVATION SYSTEMS

	BUSINESS MANAGEMENT
	2015/2016

CURRICULUM ECONOMIA E GESTIONE DELLE IMPRESE

	OBBLIGATORIO
	YEAR OF COURSE 2
	YEAR OF DIDACTIC SYSTEM 2014
	SECONDO SEMESTRE

TEACHING UNITS

	SSD	CFU	HOURS	ACTIVITY	TYPE OF ACTIVITY
	SECS-P/08	10	60	LESSONS	COMPULSORY SUBJECTS, CHARACTERISTIC OF THE CLASS

	Objectives
	KNOWLEDGE AND UNDERSTANDING: THE STUDENTS WILL HAVE THEORETICAL KNOWLEDGE AND HANDY SKILLS WITH REGARDS TO MARKET SURVEY, STRATEGIC AND OPERATIONAL MARKETING. APPLYING KNOWLEDGE AND UNDERSTANDING: THE STUDENTS WILL BE ABLE TO JUDGE THE MAIN ISSUES ABOUT DEMAND INVESTIGATION AND SATISFACTION (MARKET RESEARCH, MARKET SEGMENTATION AND POSITIONING, CUSTOMER SATISFACTION, MARKETING PLANNING) AND TO EMPLOY THE METHODOLOGIES, THE TECHNIQUES AND THE TOOLS FOR AN EFFECTIVE PROBLEM SOLVING ACTIVITY. MAKING JUDGMENTS: ACQUISITION AND DEVELOPMENT OF CAPABILITY OF FORMULATING AWARE AND FREE JUDGMENTS COMMUNICATION SKILLS: STUDENTS WILL BE ABLE TO EFFECTIVELY PRESENT AND COMMUNICATE THE OBJECTIVES AND THE FINDINGS OF THEIR WORK; TO ARGUE THEIR POSITIONS AND TO COMMUNICATE IN A CLEAR AND EFFECTIVE WAY WITH STAKEHOLDERS AND ABOVE ALL WITH CUSTOMERS. LEARNING SKILLS: STUDENTS WILL BE ABLE TO SOLVE MORE PROBLEMS THAN THOSE STUDIED, CONTRIBUTING TO INNOVATIVE AND INDEPENDENT PROPOSITIONS FOR NEW SOLUTIONS TO PROBLEMS, BOTH THEORETICAL AND PRACTICAL.

KNOWLEDGE AND UNDERSTANDING:
THE STUDENTS WILL HAVE THEORETICAL KNOWLEDGE AND HANDY SKILLS WITH REGARDS TO MARKET SURVEY, STRATEGIC AND OPERATIONAL MARKETING.

APPLYING KNOWLEDGE AND UNDERSTANDING:
THE STUDENTS WILL BE ABLE TO JUDGE THE MAIN ISSUES ABOUT DEMAND INVESTIGATION AND SATISFACTION (MARKET RESEARCH, MARKET SEGMENTATION AND POSITIONING, CUSTOMER SATISFACTION, MARKETING PLANNING) AND TO EMPLOY THE METHODOLOGIES, THE TECHNIQUES AND THE TOOLS FOR AN EFFECTIVE PROBLEM SOLVING ACTIVITY.

MAKING JUDGMENTS:
ACQUISITION AND DEVELOPMENT OF CAPABILITY OF FORMULATING AWARE AND FREE JUDGMENTS

COMMUNICATION SKILLS:
STUDENTS WILL BE ABLE TO EFFECTIVELY PRESENT AND COMMUNICATE THE OBJECTIVES AND THE FINDINGS OF THEIR WORK; TO ARGUE THEIR POSITIONS AND TO COMMUNICATE IN A CLEAR AND EFFECTIVE WAY WITH STAKEHOLDERS AND ABOVE ALL WITH CUSTOMERS.

LEARNING SKILLS:
STUDENTS WILL BE ABLE TO SOLVE MORE PROBLEMS THAN THOSE STUDIED, CONTRIBUTING TO INNOVATIVE AND INDEPENDENT PROPOSITIONS FOR NEW SOLUTIONS TO PROBLEMS, BOTH THEORETICAL AND PRACTICAL.

	Prerequisites
	BUSINESS ADMINISTRATION (RECOMMENDED PREREQUISITE)

	Contents
	COURSE 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.

Contents

COURSE 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
	TEACHING METHODS THE COURSE WILL BE ORGANIZED WITH LECTURES, CASE STUDIES, EXERCISES AND BUSINESS TESTIMONIALS.

	Verification of learning
	ORAL DISCUSSION. THE EVALUATION IS EXPRESSED IN THIRTIETHS.

	Texts
	KOTLER PH.(ET AL.), PRINCIPI DI MARKETING, PEARSON, 2010 IN ALTERNATIVE TO THE FIRST BOOK: LAMBIN J.J., MARKETING STRATEGICO E OPERATIVO, MC GRAW-HILL, MILANO, 2008