The course aims to develop the students’ capability to analyze markets and consumers, to improve operational capabilities of problem solving and marketing planning, to learn innovative market strategies and appropriate methodologies. Moreover, it aims at fostering a critical appraisal of the marketing literature. In particular, the course aims to: to develop practical capabilities of applying the marketing concepts, also concerning specific business environments; to educate students with the evolutionary trends of marketing and the new challenges that companies face in response to changing markets and demand; to acquire specialized knowledge on new approaches emerging in the management of marketing strategies and policies; to develop capabilities of teamwork, self-learning, critical judgment, and problem-solving.

The program concerns different but complementary issues, which are logically linked to each other by the main phases of the marketing plan and of the value creation processes. Notably, it covers the following main topics:

- The management approach of a market-driven company. Main trends emerging in the marketing discipline and its applications;

- The process by which consumers assess the value of goods;

- Current changes affecting the social environment, new consumers’ lifestyles and behavior

- Innovative methods for market analysis: neuromarketing, big data and netnography

- New approaches to the formulation of innovative market strategies: focus on customer engagement and on value co-creation processes

- Evolution of distribution, retail marketing and experiential management of the point of sale

- Methods and models for marketing planning and for measuring marketing objectives and results.

No bridging courses.

• Knowledge and understanding: Students, starting from a general knowledge of the basic marketing concepts and methodologies, should be able to understand the evolutionary trends taking place in the current markets and society and their implications for marketing strategies and policies. They should know models and methodologies to analyze the value creation and perception processes. Furthermore, they must be able to set up a product and brand marketing plan and to know the main indicators for the quantification of objectives and the evaluation of marketing results. Knowledge and understanding will be favored both through lectures and examples and through moments of discussion and debate in the classroom. • Applying knowledge and understanding: students must be able to understand the role of the marketing in the firm and the resources to be allocated to the marketing function in different contexts. They will have the ability to critically evaluate the effectiveness and consistency of the innovative marketing approaches proposed by the literature. Moreover, they should recognize what variables most affect the value creation processes and they should be able to understand and exploit the opportunities emerging from the current economic and social scenario for defining effective competitive strategies. They must be able to apply the main marketing metrics as well as the main marketing theories to specific marketing issues and case studies. The development of applying knowledge and understandingwill be facilitated by the discussion of business cases, group-works and in-depth seminars. • Autonomy of judgement: students must be able to comprehend what marketing approaches and operational models are most appropriate in different market contexts. They must be able to judge comparatively the different marketing solutions and to argue effectively the reasons for their choices, even in contrast with other solutions. The above skills will be developed through lectures, testimonials, analysis and discussions of business cases, group-works and in-depth seminars, production of papers. • Communication skills: students must acquire the ability to illustrate a marketing topic and solution with clarity and effectiveness, using an appropriate language and following strict marketing patterns. The didactic work methods though which these results will be achieved will consist of lectures, testimonials, analysis and discussions of business cases, presentation of group-works in the classroom. • Learning skills: Students must acquire the ability to critically understand marketing texts and articles, assessing their usefulness and framing them into cognitive and applicative general schemes. These skills will be developed through lectures and seminars, but above all through the analysis and discussion of business cases and the performance of group-works.

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

Seminar lessons with scholars, entrepreneurs and managers will be promoted during the course. 

Teaching

The teaching approach of the course involves an active role of the students, who need to analyze, evaluate, present and discuss marketing issues. Classroom discussions, group exercises, applications of marketing metrics are therefore expected in addition to lectures. 

Course books

Educational and support activities: The teaching material can be found, together with other supporting activities, inside the Moodle platform › blended.uniurb.it

Students should prepare for the final examination on the basis of the slides, documents and video clips provided by the teacher. Articles and books concerning specific marketing topics could be provided for developing further insights.

Assessment

The final assessment is based on a written test, consisting of open questions on marketing topics covered during the course. The student must answer these questions so articulately and deepened, showing that: She/he has acquired a good knowledge of the marketing concepts covered during the course; she/he has learned the terminology of marketing language; she/he has acquired the capability to connect in an integrated framework the different arguments; she/he is able to apply the marketing concepts and methodologies to practical cases. Each of the above criteria is evaluated with equal weight. The time available to answer questions is 1 hour and 30 minutes. The test is passed only if students gets a score equal to or greater than 18.

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

Individual study of the following texts: :

- Busacca Bruno, Bertoli Giuseppe, Customer value: soddisfazione, fedelta', valore, EGEA, 2017 (3rd ed.), with the exception of Chapters 2 and 6.

- teaching material presented in class and in-depth papers on specific topics, made available by the teacher on the blended platform.

Assessment

The final assessment for non-attending students will be based on a written test based on open questions.

The student must answer these questions so articulately and deepened, showing that: She/he has acquired a good knowledge of the marketing concepts covered during the course; she/he has learned the terminology of marketing language; she/he has acquired the capability to connect in an integrated framework the different arguments; she/he is able to apply the marketing concepts and methodologies to practical cases. The time available to answer questions is 1 hour and 30 minutes. The test is passed only if students gets a score equal to or greater than 18.

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.