The course’s main goal is to build up adequate 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:

- the subject and the evolution of the marketing discipline;

- the different roles of marketing in the firm;

- models and operating techniques for the analysis of markets, which support the analysis and identification of value;

- processes and methodologies for the formulation of marketing strategy, which support the value design process;

- techniques and models for the formulation of marketing policies, which support the value communication process.

The program includes a discussion of the following topics:

1. Basic principles of marketing management:

1.1 The marketing concept

1.2 The role of marketing in the value creation process

1.3 Subject and evolution of the marketing discipline

2. The marketing information processes:

2.1 The analysis of the competitive environment

2.2 The analysis of consumers

2.3 Methods and techniques for market research

3.1 The marketing planning

3.2 Market segmentation and positioning

3.3 Product innovation and innovations in the value creation process

4. The operational marketing:

4.1 The management of product, price, communication and distribution policies.

- 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.

- 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.

- 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.

- Communication skills: students will be trained to express themselves in appropriate language.

- Learning skills: students will possess the basic methodological skills and the critical abilities to continue their studies in the field. 

The teaching material prepared by the lecturer in addition to recommended textbooks (such as for instance slides, lecture notes, exercises, bibliography) and communications from the lecturer specific to the course can be found inside the Moodle platform › blended.uniurb.it

Teaching

Lecturers and company statements.

Course books

G. Ferrero (a cura di), 2013, Marketing e creazione di valore, Giappichelli, Torino.

The following chapters and paragraphs of the book are excluded for the preparation of the examination:

Paragraph 10 of Chapter 1; Paragraph 6 of Chapter 3; Chapter 4; Paragraph 8 of Chapter 5; Chapter 6; Paragraph 4 of Chapter 7.

Assessment

Written exam based on open- and multiple-choice questions.

Disability and Specific Learning Disorders (SLD)

Students who have registered their disability certification or SLD certification with the Inclusion and Right to Study Office can request to use conceptual maps (for keywords) during exams.

To this end, it is necessary to send the maps, two weeks before the exam date, to the course instructor, who will verify their compliance with the university guidelines and may request modifications.

Course books

G. Ferrero (a cura di), 2013, Marketing e creazione del valore, Giappichelli, Torino.

The following chapters of the book are excluded for the preparation of the examination: Chapter 4 and Chapter 6.

Assessment

Written exam based on open- and multiple-choice questions.

Disability and Specific Learning Disorders (SLD)

Students who have registered their disability certification or SLD certification with the Inclusion and Right to Study Office can request to use conceptual maps (for keywords) during exams.

To this end, it is necessary to send the maps, two weeks before the exam date, to the course instructor, who will verify their compliance with the university guidelines and may request modifications.

All Students are invited to visit my page on Blended Learning Uniurb for further study materials.