The primary objective of the course is to deepen and understand the role and functions of corporate marketing in the process of analyzing, planning, communicating, and transferring value. In particular, the course aims to provide students with basic knowledge about:

a) Basic concepts of marketing management;

b) Analysis methodologies for identifying value for the consumer;

c) Value planning from the perspective of the company offering;

d) Transfer of value from the company to the market;

e) Marketing strategy planning tools: the marketing plan

The objectives of corporate marketing

The phases of the process of creating value for the customer

Analysis of the consumer decision-making processes

Targets’ segmentation and choice

Product positioning

Product Policies

Promotion policies

Place policies

Pricing Policies

The marketing plan

Knowledge and understanding

Students must acquire adequate knowledge of basic marketing concepts and methodologies from the new perspective of creating value for the consumer. This knowledge and understanding will be gained through lectures, case analyzes, and exercises.

Applying knowledge and understanding

Students must be able to maximize the knowledge acquired to comprehend and address problems related to strategic and operational marketing processes in multiple and different application contexts. Skills and understanding will be gained through lectures, case analyzes, and exercises.

Making judgements

Students must possess the ability to utilize the knowledge acquired at both a conceptual and operational level, along with independent evaluation and dynamic skills in different application contexts. Primarily, judgment skills will be stimulated through the discussion of practical business cases.

Communication skills

Students must acquire the technical language typical of the marketing discipline to communicate clearly and unambiguously with professional interlocutors (e.g., private and public managers, academics, experts, and local authorities). Communication skills will be stimulated through an interactive approach during lectures and testimonies from the world of work.

Learning skills

Students will need to develop proficient learning skills that enable them to independently delve into the key topics of the discipline, especially within the professional environments in which they will operate.

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

Seminars with sector operators will be promoted as part of the course.

Additionally, a dedicated part of the course will focus on the practical application of the marketing plan using a proposed case study.

Teaching

The course adopts different teaching methods:

·  Frontal lessons;

·  Testimonials from entrepreneurs and marketing experts;

·  Practical application of the marketing plan on case studies proposed during the course;

·  Classroom discussions or webinars.

Attendance

There is an obligation to attend 50% of the lesson hours.

Course books

G. Ferrero (a cura di), Marketing e creazione del valore, Giappichelli: Torino, 2023 (3a edizione).

The manual must be prepared entirely, EXCEPT for the following parts:

Par 5, 6 and 7 of chapter 1

Par 4, of chapter 2

Par 2, 3.1, 3.2, 3.2.1, 3.2.2, 3.2.3, 4 and 6 of chapter 3

Par 2.2.3, 4 of chapter 4

Par 2.7 and 5 of chapter 5

Par. 2.3, 2.6, 3.7 e 3.9, 5 of Chapter 6

Par. 5.3, 6, 7 of Chapter 8

Par 5, 6, chapter 9

Par. 3 of Chapter 10

Assessment

The final course grade will be calculated as the arithmetic mean of two assessments:

1.    A first assessment (maximum 30 cum laude, i.e., 31 points) assigned to the laboratory work completed during the course;

2.    A second assessment, related to the expected learning outcomes, which will be obtained through a written exam divided into two parts (maximum 30 cum laude, i.e., 31 points):

• First structured part: 15 multiple-choice questions (each question is worth 1 point, for a total of 15 points). The goal of this part is to assess the mastery of declarative knowledge and the ability to understand concepts and representations.
• Second unstructured part: 2 open-ended questions (each question is worth a maximum of 8 points, for a total of 16 points):
  • First question: on theoretical aspects covered during the course (8 points). Evaluation criterion: knowledge of concepts.
  • Second question: with a practical/operational focus, addressing applied marketing issues covered during the course. Evaluation criterion: critical thinking and problematization.

The time available to answer the proposed questions is 60 minutes, and the written exam grade is expressed in thirtieths.

Students who have registered a disability or DSA certification with the Office for Inclusion and the Right to Study may request to use concept maps (keyword-based) during the exam.

To this end, it is necessary to submit the maps to the course instructor at least two weeks before the exam date, so that their consistency with the University’s guidelines can be verified, and modifications may be requested if needed.

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

The set texts for part-time students - who are able to take the exam as non-attending students - are:

G. Ferrero (a cura di), Marketing e creazione del valore, Giappichelli: Torino, 2023 (3a edizione).

The manual must be prepared entirely, EXCEPT for the following parts:

Par 6 of chapter 1

Par 4  of chapter 2

Par 4 and 6 of chapter 3

Par 4 of chapter 4

Par 5 of chapter 5

Par. 3.7 and 3.9 of Chapter 6

Par.  6, 7 of Chapter 8

Par 5, 6, chapter 9

Par. 3 of Chapter 10

Assessment

The expected learning outcomes will be assessed through a written test divided into two parts:

3) The first part is structured and consists of 15 multiple-choice questions (with each question worth 1 for a total of 15 points). The objective of this part is to evaluate the mastery of declarative knowledge and the ability to understand concepts and representations.

4) The second part is unstructured and consists of 2 open questions focused on theoretical aspects covered in the study book (The maximum value assigned to each question is 8 points, resulting in a total of 16 points):

• The first question focuses on theoretical aspects covered in the course (8 points) - Evaluation criterion (knowledge of the concepts);

• The second question is "practical/operational" in nature, focusing on marketing application issues  - Evaluation criterion (critical/problematization exercise).

The time available for answering the questions is 60 minutes. The grade of the written test is expressed in thirtieths.

Once the written test is passed (18/31: where the maximum score is 30 cum laude), the student will have the option to access an additional oral test to improve the final exam grade.

The final evaluation will be the sum of the following assessments:

• The evaluation obtained in the written test

• The evaluation obtained in the supplementary and optional oral exam.

Students who have registered their disability certification or DSA certification at the Inclusion and Right to Study Office can request to use the concept maps (by keywords) during the exam.

In order to do so, it is necessary to send the maps to the course teacher two weeks prior to the exam session. The teacher will then verify their consistency with the university guidelines and may request modifications if needed.

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.

Attendance is mandatory for at least 50% of the lessons. Non-attending students are not eligible to make the exam, except for part-time ones who are the only exception to this rule.