The primary objective of the course is to deepen the understanding of the role and functions of marketing in the marketing planning process. In particular, the course aims to provide basic knowledge about:

a) the subject and the evolution of the marketing discipline;

b) the processes and methodologies for creating value for consumers and for the company and for the consequent formulation of the marketing strategy;

c) techniques and models for the formulation of marketing policies.

INTRODUCTORY PART:

• The concept of marketing
• The marketing planning process
• The marketing information system and marketing research

ANALYTICAL PART OF THE MARKETING PLANNING PROCESS:

• Mission and corporate strategy
• First phase of marketing audit (SWOT analysis)
• Marketing objectives
• Second phase of marketing audit (global marketing environment analysis, competitor and consumer analysis)

STRATEGIC PART OF THE MARKETING PLANNING PROCESS:

• Market segmentation
• Targeting
• Differentiation and positioning

OPERATIONAL PART OF THE MARKETING PLANNING PROCESS:

• Creating and managing products to deliver value
• Determining sales prices to deliver value
• Managing marketing channels
• Implementing integrated marketing communication

FOCUS:

• Digital marketing
• The four macro-areas of business communication: institutional communication, economic-financial communication, organizational communication, and marketing communication
• Neuromarketing

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 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.

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

- Making judgments: 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 managers during the seminar lessons.

- Communication skills: students will be trained to express themselves in an 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: students 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

Teaching

Lecturers; Slides and videos; Seminar lessons.

Innovative teaching methods

Using Mentimeter to collect students' opinions on topics of the course.

Attendance

To be counted as “attending”, students must participate in at least 50% of teaching hours and/or, for example, have completed any classwork, exercises or other such activities organised by the lecturer during the course.

Course books

Lecturers; Slides and videos; Seminar lessons.

Barbara Francioni (2023) Marketing e Comunicazione d’Impresa, Create McGraw-Hill, ISBN: 9781307923650  (chapter “La gestione dei servizi”, chapter “La distribuzione al dettaglio”, chapter “La comunicazione integrata di marketing 2: gli strumenti di comunicazione diretta” and chapter “Il marketing digitale”)

Assessment

A written test consisting of both open-ended and closed-ended questions. 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 aim at verifying the students' ability to present their arguments in strict and limited time, using appropriate language, and identifying the essential elements for the exhibition. The closed-ended questions are designed to ascertain the ability of the student to apply the theoretical marketing concepts to specific market situations. 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 test will last 45 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

Students can choose one of the following options:

-Barbara Francioni (2023) Marketing e Comunicazione d’Impresa, Create McGraw-Hill, ISBN: 9781307923650 

-Kotler, P., Armstrong, G., 2018. Principles of marketing. Seventeenth edition. Pearson

Assessment

A written test consisting of 12 closed-ended questions (2 points for each question) and one open-ended question (8 points). 

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 test will last 45 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.