The main goal of the course is to build up appropriate competences to understand the role of marketing within the process of analysis, design and communication of value, with a specific focus on BtoC markets. Specifically, the course aims at providing the basic knowledge about:- content and evolution of the marketing discipline;- different roles of marketing in the firm;- principles of marketing orientation; - models and operating techniques for markets analysis aimed at supporting the identification of value;- processes and methodologies for the marketing strategy definition;- techniques and models for the management of marketing policies (4P) aimed at supporting the communication of value.

The program includes a discussion of the following topics:

1. Basic principles of marketing management: The marketing concept; The role of marketing in the value creation process; Content and evolution of the marketing discipline;

2. The marketing information processes: Marketing Information System; methods and techniques for market research (qualitative and quantitative, online and offline); the analysis of the competitive environment; focus on the analysis of changes occurring in the socio-economic environment and the consumer behavior;

3. The definition of the marketing strategy: market segmentation; definition of the value proposition and positioning; 

4. The management of operational marketing:

• branding, innovation and product policies;
• communication policies;
• distribution policies;
• pricing policies;

5. Marketing planning and the organization of marketing activities.

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 understanding will be fostered through classroom lectures and examples, as well as through discussions on specific marketing topics (also with managers and entrepreneurs). - 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 of these competencies will be facilitated by classroom discussions of case-studies, seminar lessons and, sometimes, case-studies development . - 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

Meetings with scholars and marketing professionals will be promoted as part of the course to deepen the recent theoretical and practical developments in the marketing field and to examine specific case-studies.

Teaching

Lecturers; Slides and videos; Seminar lessons.

Innovative teaching methods

Debate and discussion on current marketing issues applied to concrete situations and interactive problem-solving exercises.

Attendance

No mandatory attendance.

Course books

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

Assessment

Written test consisting of 6 total questions, of which: 4 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-question and the exercise one are designed to assess the student's ability to apply the theoretical marketing concepts to specific market situations.

The evaluation criteria (of equal value) 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. 

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.

Project works may be proposed during the course, strictly related to the course program. Participation by the attending students is optional. The activities will be evaluated by the teacher and the students will be granted a bonus up to a maximum of 3 points on the final assessment of the exam.

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), 2023, Marketing e creazione del valore, Giappichelli: Torino (3a ed.).

Assessment

Written test consisting of 6 total questions, of which: 4 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-question and the exercise one are designed to assess the student's ability to apply the theoretical marketing concepts to specific market situations.

The evaluation criteria (of equal value) 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.