Scientific Disciplinary Sector (SSD)
SECS-P/08 - MANAGEMENT
II semestre (Lingue e letterature straniere) dal Feb 17, 2020 al May 30, 2020.
The course aims to familiarize students with the role of marketing in the relationship between firm and market, especially from an international perspective. Participants will acquire the principles of strategic and operational marketing as well as the tools to understand customer behavior in domestic and international markets. Through the analysis of case studies, students will also develop the ability to critically evaluate real-life situations.
The marketing concept
The marketing mix: product, price, place, promotion
Kerin, Hartley, Rudelius, Pellegrini, Marketing, McGraw-Hill, Milano, 2020, 4° edition.
- Chapters 1, 3, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 19, 20, 22, 23
- notes from lectures
- seminar lectures by industry experts.
Non attending students:
- Chapters 1, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 16, 19, 20, 21, 22, 23
|Kerin R.A., Hartley S.W., Pellegrini L., Massara F. e Corsaro D.
A written test with five open-ended questions will assess students' knowledge.
A supplementary oral examination is compulsory for those students who obtain a score higher than 28 in the written test, it is optional in all other cases.
The evaluation criteria are:
-level of knowledge;
-ability to apply knowledge;
-appropriate use of the technical language.