The main goal of the course is to build up appropriate competences to understand the role of marketing within the processes of analysis, design and communication of value to customers.In particular, the course aims to provide the basic knowledge about:(a) content and evolution of the marketing discipline; (b) different roles of marketing in the firm; (c) principles of marketing orientation; (d) models and operating techniques for markets analysis aimed at supporting the identification of value; (e) processes and methodologies for the marketing strategy definition; (f) techniques and models for the management of marketing policies (4P) aimed at supporting the communication of value.

1. Basic principles of marketing management: The marketing concept; The role of marketing in the value creation process; Content and evolution of the marketing discipline;

2. The marketing information processes: Marketing Information System; methods and techniques for market research (qualitative and quantitative, online and offline); focus on the analysis of changes concerning the socio-economic environment and the consumer behavior;

3. The definition of the marketing strategy: market segmentation; definition of the value proposition and positioning; 

4. The management of operational marketing:

• branding, innovation and product policies;
• communication policies;
• distribution policies;
• pricing policies;

5. Marketing planning and the organization of marketing activities.

- Knowledge and understanding: students will acquire a good understanding of the main marketing activities involved in the process of analysis, design and communication of value to customers. Moreover, students will acquire an adequate competence in understanding factors affecting the different roles of marketing in the firm in order to proceed to the formulation of appropriate marketing strategies. Knowledge and understanding will be fostered through classroom lectures and examples, as well as through discussions on specific marketing topics (also with managers and entrepreneurs). - Applying knowledge and understanding: students will have the critical abilities to analyse specific marketing problems and to develop a problem-solving ability by applying the conceptual models of marketing to the specific contexts. The development of these competencies will be facilitated by classroom discussions of case-studies, seminar lessons and, sometimes, case-studies development . - Making judgements: students will acquire the critical ability to judge and evaluate which marketing approaches and practices are more appropriate in different markets and firms’ contexts. Such results will be achieved mainly through the discussion of case-studies and the interaction with marketing manegers during the seminar lessons. - Communication skills: students will be trained to express themselves in appropriate language and to be able to communicate with potential partners (managers, academics, experts , ...) using a clear and appropriate language. This ability will be solicited through discussions with the teacher and the marketing managers on various marketing topics. - Learning skills: student will develop good independent learning skills that enable them to: - address the main marketing decisions within the firm and the related models for the evaluation of results; - undertake further individual paths of training ; - read and understand the specialized marketing literature. This will be solicited through the lectures and, above all, the seminar lessons and the in-depth material provided by the teacher on the blended platform.

Il materiale didattico predisposto dalla/dal docente in aggiunta ai testi consigliati (come ad esempio diapositive, dispense, esercizi, bibliografia) e le comunicazioni della/del docente specifiche per l'insegnamento sono reperibili all'interno della piattaforma Moodle › blended.uniurb.it

Discussion during lecturers.

Modalità didattiche

The course will be based on:

• Frontal lessons;
• Lecturers from managers and entrepreneurs;
• Discussions with the lecturer based on scientific material.

Testi di studio

Testi di studio consigliati:

- P. Kotler, K. Keller, 2016, Marketing management, Pearson education (15ed)

For the final assessment, it is necessary to study only the following book's chapters: 1-3-4-6-9-10-13-16-17-19-20-23

More detailed information, for attending students, are provided in the Moodle >> blended platform.

Modalità di
accertamento

Written test based on 4 open-ended questions that will be designed to determine the overall knowledge and understanding skills of the students about the marketing concepts and methods. Moreover, these questions will aim at verifying the students' ability to present their arguments in a strict and limited time, using appropriate language and identifying the essential elements for the exhibition.

The evaluation criteria are: the level of knowledge and the degree of response articulation, the degree of appropriateness of the explanation, the degree of accuracy of the language and the use of explanatory examples where required. Each criterion is evaluated based on a four-level judgment scale with equal weight assigned to each criterion. 

The maximum score for the test is 32 points, equivalent to 30 cum laude. The test is passed if students get a minimum score of 18. The duration of the test is 1 hour and 30 minutes.

Disabilità e DSA

Le studentesse e gli studenti che hanno registrato la certificazione di disabilità o la certificazione di DSA presso l'Ufficio Inclusione e diritto allo studio, possono chiedere di utilizzare le mappe concettuali (per parole chiave) durante la prova di esame.

A tal fine, è necessario inviare le mappe, due settimane prima dell’appello di esame, alla o al docente del corso, che ne verificherà la coerenza con le indicazioni delle linee guida di ateneo e potrà chiederne la modifica.

Testi di studio

- P. Kotler, K. Keller, 2016, Marketing management, Pearson education (15ed)

For the final assessment, it is necessary to study only the following book's chapters: 1-3-4-6-9-10-13-16-17-19-20-23

Modalità di
accertamento

See the assessment for attending students.

Disabilità e DSA

Le studentesse e gli studenti che hanno registrato la certificazione di disabilità o la certificazione di DSA presso l'Ufficio Inclusione e diritto allo studio, possono chiedere di utilizzare le mappe concettuali (per parole chiave) durante la prova di esame.

A tal fine, è necessario inviare le mappe, due settimane prima dell’appello di esame, alla o al docente del corso, che ne verificherà la coerenza con le indicazioni delle linee guida di ateneo e potrà chiederne la modifica.