Teaching code

4S00389

Teacher

Paola Signori

Coordinator

Paola Signori

Credits

6

Language

Italian

Scientific Disciplinary Sector (SSD)

SECS-P/08 - MANAGEMENT

Period

primo semestre (lauree) dal Sep 20, 2021 al Jan 14, 2022.

Lessons timetable Moodle Seminars 0

Learning outcomes

This Marketing course will cover marketing under analytic-strategic-operational perspectives to understand the implementation of marketing processes. The student will learn why and how 'Marketing' is the activity for creating, communicating, delivering, and exchanging offerings that benefit its customers, the organization, its stakeholders, and society at large. This course seeks to teach students marketing concepts, often by having them actually “do marketing”—by putting them in the shoes of a marketing manager facing actual marketing decisions. At the end of this course, students will be able to apply marketing concepts to solve real problems, and to create a marketing plan for a virtual or a real case. This application will enable students to conduct an environmental scanning, analyze markets and consumer behaviours, take strategic and operational decisions and measure their results.

Program

The 2021/22 Marketing course (in Vicenza) will cover the following topics:
- Creating Customer Relationships and Value through Marketing
- Developing Successful Marketing and Organizational Strategies
- Scanning the Marketing Environment
- Building an effective marketing plan
- Understanding Consumer Behavior
- Market Segmentation, Targeting, and Positioning
- Managing Successful Products and Brands
- Setting the Final Price
- Managing Marketing Channels and Supply Chain
- Personal selling and Sales Management
- Advertising, Sales promotion and public relations
- Digital marketing: e-commerce and social media
- Implementing Interactive and Multichannel Marketing
Practice Marketing: business game online.
Case studies.

Frontal lessons will be given in Italian with the support of some video cases in English.

Bibliography

Examination Methods

Marketing examinations methods are two (the first is traditional, the second is more managerial - each student can decide its own option):
***Traditional exams are written and oral:
- Written exam is to take in class, in presence, with 10 open questions on operational marketing (marketing mix tactics); exam time 20 minutes. Grades in x/30. (In case of pandemic restrictions, online exams will only be oral with 10 open questions);
- Oral examination is three questions on analytical and strategical marketing. Grades in x/30;
- extra points (max 3) can be assigned to students that execute Connect's tests, Business game online or Quick challenges as described in elearning.
The final grade is the mean of written and oral exam.
***Managerial exam; is a marketing plan on a case study assigned by the teacher (duable in groups of max 3 students):
- Written exam is a marketing plan: a document of maximum 20 pages;
- Oral exam is the individual discussion of the plan (demonstrating also theoretical knowledge);
- extra points (max 3) can be assigned to students that execute Connect's tests, Business game online or Quick challenges as described in elearning.