MARKETING

Economia e Management MARKETING

0212700118
DEPARTMENT OF MANAGEMENT & INNOVATION SYSTEMS
EQF6
BUSINESS MANAGEMENT
2021/2022



OBBLIGATORIO
YEAR OF COURSE 2
YEAR OF DIDACTIC SYSTEM 2014
SPRING SEMESTER
CFUHOURSACTIVITY
1060LESSONS


Objectives
KNOWLEDGE AND UNDERSTANDING
STUDENTS WILL ACQUIRE AN ADEQUATE KNOWLEDGE AND UNDERSTANDING OF MARKETING MODELS AND MARKET INTERPRETATION ACCORDING TO AN INNOVATIVE AND ADVANCED APPROACH, THE RESULT OF THE RESEARCH OF NUMEROUS SCHOOLS OF THOUGHT AT INTERNATIONAL LEVEL.
STUDENTS WILL BE ABLE TO IDENTIFY AND USE ADVANCED MARKETING METHODS, THE RESULT OF THE FUSION OF TRADITIONAL MARKETING THEORIES AND THE NEW PARADIGMS OF MODERN MARKETING.

APPLYING KNOWLEDGE AND UNDERSTANDING
THE INNOVATIVE THEORETICAL FRAMEWORKS WILL ALLOW STUDENTS TO DEVELOP AND APPLY NEW AND INNOVATIVE IDEAS IN THE DYNAMIC AND CHANGING CONTEXTS THAT CHARACTERIZE THE CURRENT MARKETS.
STUDENTS WILL BE ABLE TO:
• IDENTIFY AND USE EVOLVED MARKETING METHODOLOGIES, RESULTING FROM THE MERGER OF TRADITIONAL MARKETING THEORIES AND NEW PARADIGMS OF MODERN MARKETING.
• INTERPRET COMPANY AND MARKET DYNAMICS WITH INNOVATIVE AND CREATIVE APPROACHES;
• INTERPRET MANAGEMENT MODELS AND SOCIAL OCCASIONS FOR VALUE CO-CREATION;
• DEVELOP METHODOLOGIES AND PROBLEM SOLVING.
Prerequisites
BUSINESS MANAGEMENT
Contents
MAIN TOPICS OF THE COURSE:

• PRINCIPLES OF MARKETING, 2 HOURS OF FRONTAL LESSONS;
• MARKETS AND COMPLEXITY, 8 HOURS OF FRONTAL LESSONS WITH PRACTICAL EXAMPLES;
• ACTORS AND VALUE CO-CREATION, 8 HOURS OF FRONTAL LESSONS WITH PRACTICAL EXAMPLES;;
• STRATEGIC MARKETING, 8 HOURS OF FRONTAL LESSONS WITH PRACTICAL EXAMPLES;
• OPERATIVE MARKETING, 8 HOURS OF FRONTAL LESSONS WITH PRACTICAL EXAMPLES;
• RELATIONSHIP MARKETING, 8 HOURS OF FRONTAL LESSONS WITH PRACTICAL EXAMPLES;
• MARKETING PLAN, 10 HOURS OF FRONTAL LESSONS WITH PRACTICAL EXAMPLES;
• MARKETING AND DIGITAL INNOVATION, 8 HOURS OF FRONTAL LESSONS WITH PRACTICAL EXAMPLES.
Teaching Methods
FRONTAL LESSONS FOR 60 HOURS (10CFU). DURING THE LESSONS THE ACTIVE PARTICIPATION OF STUDENTS WILL BE STIMULATED THROUGH SOME PRACTICAL EXAMPLES.
Verification of learning
THE EXAMS WILL BE HELD WITH AN ORAL INTERVIEW FOCUSED ON THE DEEPENING OF THE COURSE TOPICS AND TO THEIR UNDERSTANDING BY THE STUDENT. THE EVALUATION WILL BE IN THIRTIETHS.
THE MINIMUM (18), WHEN THE LEARNER PRESENTS A FRAGMENTARY KNOWLEDGE OF THE THEORETICAL CONTENTS OF THE COURSE AND A POOR ABILITY TO CONTEXTUALIZE THEM.
THE MAXIMUM (30) IS ASSIGNED WHEN THE STUDENT DEMONSTRATES A COMPLETE KNOWLEDGE OF THE THEORETICAL CONTENTS AND THE ABILITY TO OPERATE AUTONOMOUSLY THE CONCEPTUAL LINKS BETWEEN THEM.
PRAISE IS GIVEN WHEN THE LEARNER DEMONSTRATES SIGNIFICANT MASTERY OF THE THEORETICAL CONTENT, ABILITY TO ARGUE WITH ADEQUATE LANGUAGE PROPERTIES AND THE ABILITY TO CONTEXTUALIZE THEM EVEN IN DIFFERENT CONTEXTS FROM THOSE PROPOSED BY THE TEACHER.
Texts
POLESE F., GUMMESSON E., MARKETING, GIAPPICHELLI EDITORE, 2017
  BETA VERSION Data source ESSE3 [Ultima Sincronizzazione: 2022-11-21]