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:

- 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. The strategic marketing processes:

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.

No bridging courses.

- 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 understandingwill be fostered through classroom lectures and examples, as well as through discussions on specific marketing topics.

- 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 these competencies will be facilitated by classroom discussions of case-studies and seminar lessons.

- 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.

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

The teaching material and specific communications from the lecturer can be found, together with other supporting activities, inside the Moodle platform › blended.uniurb.it

Teaching

Lecturers; Slides and videos; Seminar lessons.

Attendance

No attendance.

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 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 test consisting of 8 total questions, of which: 6 open-ended questions, 1 colsed question (True / False) and 1 question concerning a practical exercise. Open-ended questions are designed to determine the overall knowledge and understanding skills of the students about the marketing concepts and methods. Moreover, these questions aims 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 closed-questions and the exercise are designed to ascertain the ability of the student to apply the theoretical marketing concepts to specific market situations. 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.

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

See the assessment for attending students.

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.