MARKETING

Scienze della Comunicazione MARKETING

0312200084
DEPARTMENT OF POLITICAL AND COMMUNICATION SCIENCES
EQF6
COMMUNICATION SCIENCES
2022/2023

YEAR OF COURSE 3
YEAR OF DIDACTIC SYSTEM 2019
SPRING SEMESTER
CFUHOURSACTIVITY
960LESSONS
ExamDate
MARKETING03/02/2023 - 10:30
MARKETING03/02/2023 - 10:30
MARKETING16/02/2023 - 10:30
MARKETING16/02/2023 - 10:30
Objectives
THE COURSE AIMS TO PROVIDE STUDENTS WITH THE COGNITIVE BASIS FOR UNDERSTANDING THE SOCIAL, TECHNOLOGICAL, ECONOMIC, COMPETITIVE AND CONSUMPTION FACTORS AT THE BASE OF THE MARKETING PROCESSES. THE COURSE INTENDS TO DEVELOP THE CORE SKILLS FOR AN EFFECTIVE AND EFFICIENT MARKETING PROCESS, AT STRATEGIC AND OPERATIONAL LEVEL, WITH SPECIAL ATTENTION TO THE ANALYSIS, THE ASSESSMENTS AND DECISIONS IN THE FIELD OF MARKETING COMMUNICATION.
IN THE LIGHT OF KNOWLEDGE ACQUIRED, THE STUDENT WILL BE ABLE TO:
- UNDERSTAND THE MEANING AND VALUE OF THE CONCEPTS, PRINCIPLES, TECHNIQUES AND TOOLS OF MARKETING AND COMMUNICATION;
- CORRECTLY USE THE PRINCIPLES, TECHNIQUES AND TOOLS FOR RESEARCH, ANALYSIS, EVALUATION, DECISION AND CONTROL OF RESULTS IN THE FIELD OF MARKETING AND COMMUNICATION;
- EXPRESS CRITICAL ATTITUDES AND JUDGEMENT IN ORDER TO KNOW HOW TO CORRECTLY TAKE CHOICES IN A RANGE OF DIFFERENT OPTIONS;
- ACHIEVE ADEQUATE SKILLS OF PROBLEM SOLVING IN THE FIELD OF MARKETING AND COMMUNICATION.
Prerequisites
UNDERSTANDING OF THE DISCIPLINE REQUIRES THE KNOWLEDGE OF THE BASICS OF ECONOMICS, ORGANIZATION AND BUSINESS MANAGEMENT.
Contents
- MISSION AND VISION
- MARKETING MANAGEMENT PROCESS (PHASES AND ACTIVITIES)
- CONSUMER BEHAVIOR
- MARKET SEGMENTATION
- TARGETING
- ANALYSIS AND DECISIONS OF COMPETITIVE POSITIONING
- RELATION BETWEEN STRATEGIC AND OPERATIONAL MARKETING
- THE MARKETING MIX
- ANALYSIS, EVALUATIONS AND DECISIONS OF PRODUCT
- ANALYSIS, EVALUATIONS AND DECISIONS OF PRICING
- ANALYSIS, EVALUATIONS AND DECISIONS OF DISTRIBUTION
- ANALYSIS, EVALUATIONS AND DECISIONS OF MARKETING COMMUNICATION
- MARKETING COMMUNICATION: PURPOSE, OBJECT AND PUBLIC
- COMMUNICATION-MIX (TECHNIQUES AND CHANNELS) IN MARKETING COMMUNICATION
- ADVERTISING, COPY STRATEGY, AND SLOGANS
- REAL TIME MARKETING
- CONTROVERSIAL MARKETING
- GAMIFICATION
- GUERRILLA MARKETING (STREET/URBAN/AMBIENT MARKETING) AND AMBUSH MARKETING
- INBOUND MARKETING, MARKETING VIRALE E TRIBALE
- MARKETING PLAN
- COMMUNICATION PLAN

Teaching Methods
THE DISCIPLINE IS INTRODUCED THROUGH LECTURES FOR ENCOURAGING THE ENGAGEMENT AND THE PROPOSITIVE ABILITY OF THE STUDENTS, IN THE PERSPECTIVE OF DEBATE AND CONTINUOUS COMPARISON ON THE COURSE TOPICS. LECTURES AND PRACTICE SESSIONS AIM TO AVOID THAT THE LESSONS ARE PASSIVELY EXPERIENCED BY THE STUDENTS.
Verification of learning
IT IS NEEDED TO PASS THE EXAM THAT CONSISTS OF A WRITTEN TEST AND AN ORAL EXAM. THEY MAY TAKE PLACE ON DIFFERENT DAYS, EACH ONE IS INTENDED TO BE EXCEEDED WITH A MINIMUM VOTE OF 18/30. THE FINAL VOTE IS GIVEN BY THE AVERAGE OF THESE TWO KIND OF EVALUATIONS.
THE WRITTEN TEST AIMS AT VERIFYING IN A TRANSPARENT AND OBJECTIVE WAY THE LEVEL OF KNOWLEDGE AND UNDERSTANDING ACQUIRED BY THE STUDENT ON THE THEORETICAL AND METHODOLOGICAL CONTENT OF THE PROGRAM.
THE ORAL EXAM CONSISTS OF QUESTIONS AND DISCUSSION ON THE THEORETICAL AND METHODOLOGICAL CONTENTS OF THE PROGRAM, SO AS TO ENSURE NOT ONLY THE LEVEL OF KNOWLEDGE AND UNDERSTANDING ACQUIRED BY THE STUDENT BUT ALSO THE ABILITY TO DISPLAY TOPICS WITH APPROPRIATE TERMINOLOGY.
Texts
MATTIACCI A., PASTORE A., MARKETING. IL MANAGEMENT ORIENTATO AL MERCATO, HOEPLI, MILANO, 2013.
  BETA VERSION Data source ESSE3 [Ultima Sincronizzazione: 2023-01-23]