Teaching code

4S008951

Academic staff

Barbara Gaudenzi, David D'Acunto

Coordinator

Barbara Gaudenzi

Credits

9

Language

Italian

Scientific Disciplinary Sector (SSD)

SECS-P/08 - MANAGEMENT

Period

Primo semestre (lauree) dal Sep 19, 2022 al Jan 13, 2023.

Lessons timetable Moodle Seminars 3

Learning objectives

The course will provide students with the theoretical and practical knowledge about marketing management and logistics under analytic-strategic-operational perspectives to understand how to tranfer value to customers, stakeholders and the society as a whole. The student will learn the key topics of marketing and logistics, under analytic-strategic-operational perspectives, in particular how to identify the customer needs, how to analyze the competitive environment using the SWOT analysis, exploiting strategic and tactical tools. The course will also provide students with the theoretical and practical knowledge about logistics management, business-to-business relationships and supply chain design in order to improve the capability to serve the market in an effective and efficient way. At the end of this course, students will be able to apply marketing and logistics concepts to solve marketing and logistics issues 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.

Prerequisites and basic notions

The course aims to provide students with the theoretical and practical foundations of marketing, as an organizational function and set of processes aimed at creating, communicating and transferring value to customers, stakeholders and society in general. The student will be asked to know the salient and critical aspects of analytical, strategic and operational marketing and understand the ways in which marketing identifies and satisfies the needs of customers through the analysis of markets and consumers, analyzes the competitive environment through the study of the macro-environment, the sector, competitors and internal analysis. The course also aims to analyze traditional and innovative strategic and operational approaches for logistics management, the design of an efficient and effective supply chain and the management of business-to-business relationships between client and supplier companies. The student will be required to know the relationships between marketing, logistics and supply chain management that will allow him to understand and acquire the basics to structure a business strategy based on planning an effective and efficient level of customer service. At the end of the lessons, the student must be able to propose solutions to business problems, using the tools learned for the preparation of a marketing plan and to define the integration models between marketing and company logistics.

Program

Main topics:

- Creating Customer Relationships and Value through Marketing
- Developing Successful Marketing and Organizational Strategies
- Understanding Consumer Behavior
- Market Segmentation, Targeting, and Positioning
- Developing New Products and Services
- Managing Successful Products and Brands
- Building the Price Foundation
- Managing Marketing Channels and Wholesaling
- Personal Selling and Sales Management
- Integrated Marketing Communications and Direct Marketing
- Advertising, Sales Promotion, and Public Relations
- Implementing Interactive and Multichannel Marketing
- The Strategic Marketing Process and Marketing Plan
- Two case studies.

Text (in Italian language):
Roger A. Kerin, Eric N. Berkowitz, Steven W. Hartley, William Rudelius, Luca Pellegrini, “Marketing” The McGraw-Hill, 2010 (second edition). All the book’s chapters must be studied. Additional readings will be provided on the e-learning platform.

Lessons structure:
The course is structured in lessons (using slides), groups discussions and a few lecturers with managers from companies which can offer practical examples related to the course’s topics. The last lesson is focused on an exam’s simulation and discussion about the key course’s topics.

Bibliography

Didactic methods

The course is structured in lessons (using slides), groups discussions and a few lessons with managers from companies which can offer practical examples related to the course’s topics. The last lesson is focused on an exam’s simulation and discussion about the key course’s topics.

Learning assessment procedures

The exam is written, and consists of a set of open questions, regarding the course’s topics, and the solution of a business case structured with open questions, where students must provide both practical and theoretical solutions to the specific questions provided.

Evaluation criteria

The assessment is based on the assignment of a score for each exam question. In each question, the theoretical knowledge of the topics of the course and the ability to critically apply the knowledge learned to the corporate world are assessed.

Criteria for the composition of the final grade

The grade is the result of the sum of the scores obtained in each exam question.

Exam language

Italiano