Teaching code

4S009813

Teacher

Francesca Bazzani

Coordinator

Francesca Bazzani

Credits

6

Language

Italian

Scientific Disciplinary Sector (SSD)

SECS-P/08 - MANAGEMENT

Period

2nd lecture period (2B) dal Apr 3, 2023 al May 23, 2023.

Lessons timetable Moodle Seminars 0

Learning objectives

This course is included in the learning area on Food, fashion and cultural heritage. It aims to introduce students to the contents of marketing in the food, fashion and sustainable tourism industries, also in their role of peculiar components of a given geographical area and as promoters of both technological and non-technological innovation.
More in detail, attention will be focused on knowledge and understanding of the role and function of marketing in the current economic and social context, with insights related to the specific industries. The dimensions of sustainability, territorial identity and innovation will serve as significant drivers of the analysis.
In terms of skills, students will be able to get acquainted with the latest marketing techniques and tools, with a special focus on the opportunities arising from the integration of the offline and online dimensions.
By completion of the course, students will be able to understand the underlying logic of marketing and apply the main techniques to the food, fashion and cultural heritage industries, developing their ability to act as a factor of local development. Central to this will be the concept of sustainability and its declination in the various sectors as a factor of entrepreneurship activation and entrepreneurial transformation.
Students will also acquire the ability to face and solve practical problems typical of the professional context in which they will operate, thus orienting their competence to the goal of contractual compliance and to the prevention of the judicial conflicts. Students will also be able to verify the practical and applicative consequences of the theoretical and regulatory framework and to set, in written and oral form (and also through group work, written exercises and the method of Problem Based Solving - PBS), the solution to concrete issues, using the appropriate and specific disciplinary vocabulary, adopting the correct lines of reasoning and argumentation, and formulating autonomous judgments. The teaching method used is functional to the continuous learning and updating of acquired knowledge.

Prerequisites and basic notions

knowledge of the Italian language as required by the university

Program

The course aims is to give the students useful tools and competencies to understand marketing topics and its latest trends.
The attention will be focused on the knowledge and understanding of the role and function of marketing in the current economic and social context, with particular attention to the dynamics of the food, fashion, sustainable tourism and cultural heritage sectors.
At the end of the course, the student will be able to understand the underlying logic of marketing and apply its main techniques to the sectors in question.
The student will also acquire the ability to analyze and recognize the real dynamics and problems of the professional context, also highlighting the potential areas of judicial conflict, as well as an appropriate and specific disciplinary vocabulary.
The teaching method used will be functional to the continuous learning and updating of the knowledge acquired and will include lectures, practical cases, group comparison and possible working projects.
PROGRAM
→ Fundamentals of Marketing
Definition, macro areas, brand importance, marketing toolbox
→ Trends: sustainability, digital innovation and new values
→ Focus: food, fashion, sustainable tourism and cultural heritage
For each sector we will see the trends listed with reference to the main dynamics with key words and practical cases.
Textbooks: updated info will be communicated soon.

Recommended boxs:
→ materiale didattico delle lezioni
→ A. Mattiacci, A. Pastore (2021) "Il marketing - il management orientato al mercato", 2° ed, Hoepli
Only chapters: 1, 2 and 23
→ Busacca, Bertoli, Ostillio (2022) "La marca: costruzione, sviluppo, valutazione", Egea.
Only
Cap1: 1.1, 1.2, 1.3, 1.4, 1.5, 1.6
Cap2: 2.1, 2.2, 2.3, 2.4, 2.6
Cap3: 3.1, 3.2, 3.3
→ Atik, Deniz ; Ozdamar Ertekin, Zeynep (2023). The restless desire for the new versus sustainability: the pressing need for social marketing in fashion industry. Journal of social marketing, 2023, Vol.13 (1), p.1-19
→ Kim, Kyung Hoon ; Kim, Eun Young (2020). Fashion marketing trends in social media and sustainability in fashion management. Journal of business research, 2020, Vol.117, p.508-509
→ Sorokina, E., Wang, Y., Fyall, A., Lugosi, P., Torres, E., & Jung, T. (2022). Constructing a smart destination framework: A destination marketing organization perspective. Journal of Destination Marketing & Management, 23, 100688.
→ Garibaldi, Roberta ; Pozzi, Andrea (2018). Creating tourism experiences combining food and culture: an analysis among Italian producers. Tourism review (Association internationale d'experts scientifiques du tourisme), 2018, Vol.73 (2), p.230-241
→ Gabriele Troilo (2022). Post modernità, consumo e marketing dei beni artistici e culturali. Micro & Macro Marketing, 2002, Vol.31 (1), p.9-32
PROGRAM UNDER CONSTRUCTION: laste rev 26/03/2023

Bibliography

Didactic methods

Face-to-face lessons. Along side with practical cases, case histories and group comparison and/or with any guests.

Learning assessment procedures

The exam will consist of an oral test with open-ended questions aimed at ascertaining the knowledge of the individual topics relating to the course

Evaluation criteria

Theoretical knowledge of individual topics; Level of in-depth study and capacity for argumentation of individual topics; Mastery of language; Ability to link topics; Ability to connect the teroric topics also through examples.

Exam language

Italiano